Athletic

ATHLETIC: HOKA

Running Strong

The new Tecton X: Hoka’s first carbon plated trail runner.

ONE OF THE world’s fastest growing athletic footwear brands, Hoka made major strides in 2021, helping to propel parent company Deckers Brands to its largest quarter in history for it recent third quarter, which ended Dec. 31, 2021. Hoka’s net sales for that quarter totaled $184.6 million, up 30.3 percent over the prior year, and the brand kept its foot on the gas, launching several new products in 2021 and inking a partnership deal that pays homage to its French trail running roots.

Hoka was founded in 2009 by two French runners who wanted to create a shoe that would allow them to run downhill faster. The original product, which featured an oversized outsole with a maximum amount of cushioning and stability, became a favorite among ultramarathoners. Acquired by Deckers Brands in 2013, the brand has since expanded its line to include hiking and lifestyle shoes while picking up millions of fans spanning elite athletes to average Joes and Janes hooked on Hoka’s comfort and performance attributes.

Or, as Chris Cohen, vice president sales for Hoka, says, “We truly feel that everyone is an athlete, and we strive to empower everyone so they can see themselves represented in Hoka.” —B.S.

Why might Hoka be well-positioned amid

the so-called new normal? The pandemic has drastically changed consumer behaviors, particularly when it comes to health and wellness routines. People have shifted toward safer activities like cycling, running, walking and hiking, to offset their previous gym and yoga memberships. Hiking and running in particular have seen a huge uptick in sales and participation. For the month of July 2020, NPD reported that U.S. hiking footwear sales increased by over 15 percent compared to the previous year, which is remarkable considering the entire footwear market declined by 16 percent that same month. This upward swing in outdoor behaviors has only continued to grow through 2021. With Hoka’s innovative and solutionoriented approach to product creation, our brand is perfectly positioned to empower this new surge in active people to fly over the earth, in whatever way or activity suits them.

What were some key product highlights of the year? We were fortunate enough to have quite a few successful launches in 2021—from kicking the year off with the new Carbon X 2, the shoe that brought runner Jim Walmsley 17 seconds short of the 100K world record; to the launch of the new Clifton 8, one of our most popular road shoes; to the Bondi X, whose innovative approach to carbon-fiber plates reimagined the relationship between speed and cushion, making carbon accessible to a broader audience.

What were some other notable brand initiatives introduced in 2021?

This year, Hoka announced a multi-year partnership with the Ultra-Trail du Mont-Blanc (UTMB) to become the iconic race series’ official technical footwear and apparel sponsor. Hoka’s role as presenting sponsor highlights the brand’s ascendancy in the trail running community. Hoka was born in the mountains and has many meaningful and long-standing ties to Chamonix, France, where the event is based. We’re honored and humbled to partner with UTMB under the unified goal of making the special sport of ultra-trail more accessible to athletes.

What was the biggest surprise of the year? Our continued brand acceleration across all access points was a welcome surprise. While we had planned for continued growth, the growth trajectory exceeded our expectations in all product categories. Beyond that, while I can’t say it counts as a surprise, the manner in which our trade partners have adapted, consistently, has been great to see. Beyond that, the spirit of collaboration has been remarkable; we are clearly living and operating in unusual and unpredictable times, which has caused us all to become sharper in all we do, but none of it happens without strong relationships.

What was the toughest challenge in 2021 and how did you overcome it?

The supply chain, as every area was impacted dramatically. These challenges included increased freight and cost pressures related to container shortages, port congestion and trucking scarcity. They all converged at once, creating significantly longer transit times as well as a greater reliance on air freight. Our teams and trade partners have had to be very nimble, as the supply picture changes almost daily. The last thing any brand wants to do is disappoint the consumer, which has required our field teams to be in constant contact with all partners, to ensure they are creating a reasonable expectation with their retail customers. Additionally, we’ve had to tailor our messaging, socially, digitally and otherwise to reflect the current reality of a dynamic supply chain. Beyond that, the willingness of Deckers to invest significantly in air freight has had a direct impact on the end consumer, as we’ve been able to mitigate longer transit times, ultimately getting consumers the product they desire in a more timely manner.

How would you grade your team on its overall performance navigating

through such unprecedented challenges? I’m privileged to work with an amazingly talented team of people—from product to distribution, and all cross-functional partners in between. We’re so proud of what everyone has accomplished this year. I believe that our team met every challenge head on, with optimism, drive and an overwhelming desire to succeed. The success we enjoyed this year was a direct result of that dedication and hard work.