Did you know that HOKA is often called the Rolls Royce of Running shoes owing to its technology and comfort?

HOKA ONE ONE founded in 2009 by Nicolas Mermoud and Jean-Luc Diard, two former Salomon employees with a deep passion for running and outdoor activities.​
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The idea for HOKA originated from a desire to create a running shoe that could enhance endurance and performance, particularly for ultramarathon runners, by offering unprecedented cushioning and support.
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HOKA’s design featured an oversized midsole, a hallmark of the brand that provided unmatched shock absorption and stability, challenging the prevailing trend towards minimalist, barefoot-like running shoes.

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Breaking the Mould

Mermoud and Diard believed that their innovative design could address unmet needs in the running community, providing both amateur and professional runners with a shoe that could improve performance and reduce injury risk.

• Maximalist Cushioning: At a time when minimalism was the trend, HOKA’s thick, soft midsole offered a radically different approach.
• Lightweight Construction: Despite their size, HOKA shoes were surprisingly light, a feature that appealed to runners.
• Meta-Rocker Technology: The unique rocker shape of the sole promoted a natural gait cycle, enhancing running efficiency.​

Early Adoption is always Key:

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• HOKA initially targeted ultra-runners, a niche but growing segment, gaining traction through grassroots marketing and word-of-mouth in the running community.
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• The brand quickly gained a following among endurance runners, with notable ultramarathoners endorsing the shoes after experiencing their benefits firsthand.
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• in 2020, At Utah’s Speedgoat 50K, a third of the 275 runners who crossed the finish line were sporting Hokas.

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What made people switch over from Minimalist Movement to HOKAs?

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• Versatility: HOKA shoes proved suitable for a wide range of activities, from running and hiking to casual wear, appealing to a broad audience.
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• Performance and Comfort: The combination of performance-enhancing design and unparalleled comfort created a loyal customer base.

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Financial Highlights:

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• Hoka was purchased on April 1, 2013 by Decker Brands, the parent company for UGG and TEVA and other footwear brands.​
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• By the fiscal year 2021, HOKA’s annual sales exceeded $500 million, with continuous double-digit growth.
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• As reported in July 2022, HOKA Achieved One-Billion Dollar Revenue Milestone on Trailing Twelve Months.

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6 Strategies HOKA Used to Turn into $1.4 Billion Shoe Brand:

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1. Innovate with Purpose
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• HOKA’s innovation wasn’t just in adding more cushion but in designing a shoe that fundamentally changed the running experience, offering protection and efficiency.
• Startups should focus on meaningful innovation that addresses clear market needs or pain points.
• Innovation should stem from a deep understanding of the target audience’s challenges and aspirations.
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2. Understand Your Niche
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• Initially, HOKA targeted a niche market of ultra-runners. This focus allowed HOKA to create a product that met the specific needs of this group, gaining loyal advocates early on.
• Deeper understanding of a niche market and success in a specific domain can create a strong platform for broader market expansion.
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3. Word-of-Mouth is Powerful
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• HOKA effectively leveraged the endorsements of ultramarathoners who benefitted from their shoes.
• The community of runners, inherently connected and communicative, served as the perfect medium for this organic spread of brand awareness.
• Encourage and facilitate word-of-mouth marketing by creating products that users are excited to talk about.
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4. Flexibility and Adaptation
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• Recognizing the broader potential of their core technology, HOKA expanded into categories beyond ultra-running, including trail shoes, hiking boots, and even casual wear.
• Each new product line maintained HOKA’s unique value propositions while adapting to the specific needs and preferences of different customer segments.
• Flexibility can lead to discovering new growth avenues that align with your core competencies and market trends.
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5. Partnerships Can Propel Growth
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• The acquisition of HOKA by Deckers Brands in 2013 significantly accelerated HOKA’s growth.
• This partnership provided HOKA with the capital, distribution networks, and operational support needed to scale rapidly, allowing them to focus on product development and brand building.
• When exploring partnerships, look for alignments in vision, culture, and goals to ensure mutual success.

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