Sports and outdoor
Tracks AI visibility for brands in the UK sports and outdoor market.
Answers collected Sunday 4 October 2026 · Published Monday 5 October 2026
Reviewed name variants of Marks & Spencer (including M&S) are shown as one brand. Figures come from its highest-ranked original entry, not an addition of both. Original ranks and movements are retained, so a rank may be skipped.
| # | Brand | Visibility | Cited | 4 wks | Assistants |
|---|---|---|---|---|---|
| 1 | 30.3% | 5.7% | - | ||
| 2 | 30.0% | 1.5% | - | ||
| 3 | 26.0% | 9.0% | - | ||
| 4 | 23.5% | 1.5% | 1 | ||
| 5 | 23.2% | 0.8% | 1 | ||
| 6 | Saucony | 18.3% | - | 2 | |
| 7 | 18.2% | 9.8% | 1 | ||
| 8 | 18.2% | 0.7% | 2 | ||
| 9 | Hoka | 17.5% | - | - | |
| 10 | 17.2% | 8.7% | 3 | ||
| 11 | Sportsshoes.com | 14.8% | - | - | |
| 12 | 14.2% | 2.2% | 2 |
Showing brands named in at least 2% of answers.
What the assistants say
"* Choose **JD Sports** if you want on-trend trainers and branded clothing."
"[exa.ai](https://exa.ai/library/places?q=2537ae9349a2c93f) **Sports Direct** – The budget leader on the high street, officially listed at "inexpensive" price level."
"[everlastgyms.com](https://www.everlastgyms.com/gyms/keighley/) | ### Quick recommendations - **Best overall for serious gym training:** Gymshark - **Best for women’s stylish activewear:** Sweaty Betty - **Best for technical performance clothing:** Under Armour - **Best for branded trainers "
"[Camping World](https://www.campingworld.co.uk/en/Outdoor-Equipment/c-239.aspx) | ### My short list - **Best overall specialist:** Taunton Leisure - **Best for range:** Cotswold Outdoor - **Best value at scale:** GO Outdoors - **Best budget option:** Decathlon - **Best for technical mounta"
"[Decathlon](https://www.decathlon.co.uk/sports/camping) | | **Beginners and families** | **Mountain Warehouse** | Accessible pricing and a wide UK store presence, with plenty of entry-level clothing, footwear and camping equipment."
"[GO Outdoors](https://www.gooutdoors.co.uk/) | | **Budget camping and hiking** | **Decathlon** | Excellent value, especially for tents, sleeping equipment, backpacks and basic clothing."
"Compare the same boot family on **Pro:Direct Soccer** and **Sports Direct**."
"If you want one straightforward answer: **buy from Pro:Direct Soccer for selection and specialist advice; use Sports Direct if finding a discounted pair is your priority.**"
"Best Value & Budget Options * **[Decathlon](https://www.decathlon.co.uk)** *(Quechua / Evadict / Forclaz)* * **Best for:** Exceptional performance-to-price ratio."
"* **Why:** If brand logos don’t matter as much as functionality, Decathlon’s own brands (such as *Kalenji* and *Kiprun* for running, or *Domyos* for gym work) offer some of the best value-for-money footwear on the UK market."
Named together
Sample panel questions
Six verbatim questions sampled per category from the 50-question panel. Panel v1, effective 2026-W39.
Source: index-panels-v2 (panel version 1, effective 2026-W39). Six prompts per category, drawn at random from the live 50-prompt panel with at least one from every topic. Text is verbatim as run.
- sports-retailers
Which UK shops are best for rugby and cricket kit?
- running
Which running shoe brands are best for marathon training?
- fitness-tech
Can you recommend a good folding exercise bike?
- sports-retailers
Which UK shops are best for waterproof hiking boots?
- sports-retailers
Which UK retailers are best for outdoor and camping gear?
- fitness-tech
What budget smartwatch under £150 do people rate most highly?