Data as of Aug 25, 2026 · Based on 1,377 AI responses · See how Parse measures this
Work Boots, Hiking Boots & Workwear
Parse
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Thorogood has surged to the top of AI's work boot recommendations, eclipsing former leader . This shift reflects a growing emphasis in AI responses on durable, American-made heritage brands over more mainstream options for general and specialized work.
| # | Brand | What AI says | Mention rate |
|---|---|---|---|
| 1 | Surged to #1, praised for USA-made quality and wedge-sole comfort. | 39% | |
| 2 | A top heritage brand, especially for stylish and durable leather boots. | 37% | |
| 3 | Fallen from the top spot; now mainly recommended for hiking boots. | 32% | |
| 4 | Strongly recommended for firefighter station boots and rugged workwear. | 31% | |
| 5 | 28% | ||
| 6 | Frequently cited as a durable and stylish value pick for work boots. | 26% | |
| 7 | A top choice for hiking and general work, noted for comfort. | 23% | |
| 8 | The undisputed leader in AI recommendations for specialized firefighter station boots. | 19% | |
| 9 | 19% | ||
| 10 | Dominant recommendation for budget-friendly waterproof hiking boots, especially the Moab model. | 18% | |
| 11 | A top budget-friendly choice for waterproof hiking, especially the Newton Ridge model. | 17% | |
| 12 | 15% | ||
| 13 | 15% | ||
| 14 | A new high-end recommendation for premium, handmade firefighter station boots. | 14% | |
| 15 | 13% | ||
| 16 | 12% | ||
| 17 | 9% | ||
| 18 | 9% | ||
| 19 | 9% | ||
| 20 | 7% | ||
| 21 | 7% | ||
| 22 | 6% | ||
| 23 | 6% | ||
| 24 | 6% | ||
| 25 | 6% |
Who wins on each AI
The same market, seen by two models.
Sources AI cited
reddit.com is the page AI reaches for most here, cited in 43% of analyzed answers.
Rose from rank #7 to #1 between Oct 2025 and Mar 2026.
Dropped from rank #1 to #5 between Oct 2025 and Mar 2026.
“A top contender for general and PRO work boots.” → “More frequently cited for hiking boots or stylish casual wear.”
Jumped from rank #16 to #4 between Oct 2025 and Mar 2026.
Dropped from rank #3 to #13, though still strong for budget hiking boots.
| Brand | ChatGPT Search | Google AI Mode | Comparison |
|---|---|---|---|
| 41% | 38% | ||
| 35% | 26% | ||
| 37% | 21% | ||
| 31% | 25% | ||
| 23% | 22% |
The two models disagree most about Wolverine (ChatGPT #7, Google #20) and Timberland PRO (ChatGPT #22, Google #11).
Thorogood has surged to the top of AI's work boot recommendations, eclipsing former leader Timberland. This shift reflects a growing emphasis in AI responses on durable, American-made heritage brands over more mainstream options for general and specialized work.
Across 1,377 AI responses, Thorogood is mentioned most, named in 39% of them, followed by Red Wing Shoes (37%) and Timberland (32%).
Parse measures each brand's mention rate — the share of answers naming it — across 1,377 AI responses to this market's buyer questions. Answers are collected daily and the ranking is published weekly.
Brands enter the ranking when AI answers mention them. Parse collects answers daily and publishes the re-measured set weekly, so new brands appear as AI starts recommending them.
Responses have shifted significantly, initially favoring brands like Red Wing and Timberland. Since late 2025,
Thorogood has become the dominant recommendation, with
KEEN,
Wolverine, and also consistently cited for durability and comfort.
What is the best pair of work boots?
Responses have shifted significantly, initially favoring brands like Red Wing and Timberland. Since late 2025,
Thorogood has become the dominant recommendation, with
KEEN, , and also consistently cited for durability and comfort.
AI responses consistently recommend Merrell, particularly the Moab model, and Columbia's Newton Ridge as top budget-friendly choices. Brands like
and also appear frequently, with an emphasis on grip ( outsoles) and waterproofing for rocky terrain.
Brands mentioned
Brands mentioned
What are the best waterproof hiking boots under $150 for rocky terrain?
AI responses consistently recommend Merrell, particularly the Moab model, and Columbia's Newton Ridge as top budget-friendly choices. Brands like
Salomon and
KEEN also appear frequently, with an emphasis on grip (
Vibram outsoles) and waterproofing for rocky terrain.