Name: How Hoka Became One Of The Fastest Growing Shoe Brands | Business Insider Explains
Uploaded: 2025-10-15T21:01:40.000Z
Duration: 4 min 15 s
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Hoka is one of the fastest growing shoe brands.

You can't step out these days without spotting someone in these funky, chunky shoes.

Adverbs of degree

From Joe Biden to Britney Spears to even your local barista.

So how did this dad sneaker turn into a billion dollar enterprise that's taking shelf space away from Nike and Adidas?

I'm Joy Marie McKenzie and here's the story behind the rise of Hoka.

And like many sports shoe brands, you can trace Hoka's origins back to athletes.

Two entrepreneurs with a passion for mountain running, Jean Lobdia and Nicola Marmou,

were inspired to create a sneaker that worked in all kinds of terrain, like dirt, lava, rocks and even trails.

That same year, the brand asked a former marathon world champion, Mark Plotjes,

He absolutely fell in love with the extreme cushioning of the shoe

and eventually purchased second 770 pairs for his athletic wear shop.

Hoka quickly gained respect from elite runners and the shoes spread like wildfire among athletes.

In 2012, the footwear company Deckers purchased Hoka.

It already owned brands like Uggs and Teva and it planned to turn Hoka into a billion dollar line.

Hoka passed a billion dollars in 2022, a little more than a decade after its founding.

Hoka now makes up about 40% of Deckers' yearly earnings.

So let's take a look behind the neon and see what made these shoes sell so fast.

First off, they're incredibly comfortable.

The bottom part of the shoe has what's called a midsole, the brand's signature.

It's like this marshmallow like component meant to make you feel like you're flying down rocky trails and cliffs.

Some experts compare the shoe to a really well-pumped mountain bike tire rather than your standard one.

In fact, the name Hoka means to soar or fly in the indigenous New Zealand Maori language.

There's also this foot frame that cradles the shoe.

And the curved part here is the meta rocker which propels the sneaker forward.

Lastly, the bright neon colors, bold logo and oversized look

make these shoes stand out from their competitors.

They're popular among healthcare workers who are on their feet all day long.

The reason I like the Hokas is because it has a nice wide toe box to fit my bunion.

And it also has... it passes the shoe test, which is it can't be folded in half.

And the heel counter is very nice and supportive, but fashionistas love them, too.

Here they are on the runway at Nicolo for Machete's show.

Cameron Diaz, Blake Lively and Reese Witherspoon have also sported these kicks.

It's also Hoka's business strategy that's helped it grow.

Priced around $125 to well over $250, these kicks are in high demand.

But the company has been careful not to overpopulate stores.

While the brand is headquartered in the US, the shoes are made in China and Vietnam,

The company ships to over 60 countries, from Chile to Norway,

and is continuing to expand its customer base.

In fact, in 2023, it launched its first ever collection for kids.

The company is also gaining traction by collaborating with brands

like Free People and designers like Nicole McLaughlin.

And as the brand keeps growing, the stock of Hoka's parent company, Deckers, just keeps moving up.

But Deckers is still small compared to legacy brands like Nike and Adidas.

In 2023, Nike's revenue was over $50 billion and Adidas was over $22 billion,

So even though Hoka may be the tortoise in the shoe race right now, it's growing fast and it's in it for.