Deckers Brands-owned Hoka, which reported a 27 percent Q2 sales increase to $427.5 million, continues to benefit from shifting a greater proportion of its revenue mix to the Direct-To-Consumer channel. While its current D-T-C efforts are predominantly e-commerce, Hoka has begun a pop-up shop initiative that may greatly expand the brand’s retail door presence going forward as some stay open as permanent stores. On the wholesale side, the brand is working to build market share in existing points of distribution and maintain a high percentage of full-price sellthroughs.

Hoka has begun seeing benefits from the rollout of its second “Fly Human Fly” global marketing campaign, launched in June, that focuses on the brand’s message of “joyful and inclusive performance at its highest level.” Besides a new focal film, Murmuration, the rollout includes the introduction of the Mach X, a $180 retail shoe designed for propulsive every day running and featuring high-rebound cushioning and a Pebax plate. Global events, designed to spark interest in the new model, took place around the globe, including a college event in Eugene, OR to celebrate the U.S. Track and Field Championships.