Explosive Growth of Hoka’s DTC Channel Set to Propel Sales to $2 Billion — Retail Bum

Hoka, the athletic footwear brand, is anticipated to achieve the status of a $2 billion brand in the near future, as stated by Deckers CEO and President Dave Powers during an earnings call on Thursday, May 25, 2023.

Powers emphasized the potential for Hoka to expand its global awareness further and explore opportunities for category expansion, highlighting the presence of untapped market potential.

“Momentum with younger consumers in the U.S. helped drive these increases as Hoka more than doubled the number of purchasers aged 18 to 34 years old,” Powers said. “[W]e’re in this sort of long game, and we feel like we have a very special, very, very strong brand with a lot of runway ahead of it.”

Enhancing global awareness has played a crucial role for the Hoka brand, as evidenced by the launch of its inaugural global marketing campaign in June 2022. The “Fly Human Fly” campaign coincided with the introduction of the Mach 5 sneaker. According to Powers, the campaign successfully increased brand recognition in several key markets, including France, the U.K., China, and Germany.

Deckers has a strong focus on long-term growth in its direct-to-consumer (DTC) segment, which Powers highlighted as the company’s most profitable channel…