Hoka Enjoys Remarkable Success — Reports Record-Breaking Sales

Hoka is celebrating an unprecedented achievement, reaching new sales heights.

In the first quarter of its 2026 fiscal year, the footwear brand recorded its highest-ever quarterly revenue of $653 million, as announced by its parent company Deckers this Thursday. Compared to the previous year, Hoka experienced a 20% boost in sales.

International Expansion

Deckers has emphasized the brand's international market success amid tariff-related hurdles in the U.S. Notably, Hoka and Ugg collectively fueled a 50% increase in Deckers' Q1 international revenue, with Hoka showing strong performance in the Asia-Pacific, particularly within China’s retail sectors.

CEO Insights

CEO Stefano Caroti highlighted that their business's strength lies in its vibrant growth overseas, while simultaneously tackling a challenging consumer landscape within the U.S.

For the first fiscal quarter, Deckers' overall revenue reached $965 million, surpassing the expected $901 million as projected by analysts.

Future Expectations

Caroti remains optimistic about the continued rapid growth into the forthcoming quarter. Both Ugg and Hoka rank among the industry's most cherished brands, he noted.

Nonetheless, Deckers is prepared to further elevate its product prices within the 2026 fiscal year to mitigate adverse tariff effects, following price hikes on select Hoka items in July.

Strategic Retail Moves

Hoka attributes much of its triumph to strategic wholesale collaborations, indicating a shift from online shopping pursuits to increased physical store patronage among U.S. consumers, as per Caroti. Known for its highly cushioned running shoes, Hoka continues to win favor among athletes.

While the brand is expanding retail locations, this effort is on a relatively modest scale. Caroti notes that some competitors, such as Nike, might have over-invested in direct-to-consumer models to their detriment.

DTC Business Outlook

Caroti expects that over time, their direct-to-consumer strategy will thrive by converting new customers into dedicated repeat buyers.