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Hoka Stays Hot for Deckers


Third quarter global revenue for Hoka rose 91 percent year-over-year to $352 million, helped by an easy comparison, as Direct-To-Consumer sales more than doubled. Targeted marketing activations in Chicago and New York City pushed brand awareness 22 percent and purchase intent over the next six months 33 percent higher, the company said. Popup stops in each city have continued to perform well for the brand, which recently launched the Solimar cross-training shoe.

Hoka sales are forecast to rise in the low “50% range” in FY23, implying more than $450 million in incremental year-over-year revenue growth.

This month, Hoka also launched its new Transport shoe (pictured above). The style is indicative of where some of the brand’s product line can expand beyond running. The $140 lifestyle/performance shoe is designed with the city-dweller in mind and is described as a “commuter-friendly style that offers a multitude of sustainability features.”

As for fellow Deckers brand UGG, global Q3 revenue slipped 2 percent on a reported basis to $930 million but was up low-single digits on a constant currency basis. Deckers say it’s encouraged by the brand’s strength among 18- to 34-year-olds. In the U.S., the Classic Short is the top-selling style but the strongest sales growth was generated by the Classic Mini and Ultra Mini styles.

Deckers has increased its full-year revenue guidance to an increase of 11 to 12 percent to a range of $3.5 to $3.53 billion, up from an earlier forecast of 10 to 11 percent.