Black Friday represented an overall strong start to the holiday shopping season for a retail industry in need of a spending pick up, especially after an unseasonably warm start to the fall.

Consumers hit a new Black Friday e-commerce spending milestone this year, according to data from Adobe Analytics. Spending on the day after Thanksgiving hit a record $10.8 billion online, which was up 10.2 percent over the prior year. Consumers came out to shop in stores as well, though sales in that channel were up just 0.7 percent compared to the prior year, early data from Mastercard found.

According to BTIG analyst Janine Stichter, consumers have generally opted to concentrate their spending around key moments and promotional holidays as opposed to during longer stretches between holidays. As such, momentum on Black Friday helped “pick up some of the slack from a slow start to the season,” she said.

In footwear specifically, data from Jefferies found that 83 percent of the shoe retailers in its coverage saw Black Friday promotions increase compared to the prior year and consumers seemed overall less likely to spend more on the category compared to the prior year. Looking ahead, Jefferies analyst Randal Konik said in a Monday note to investors that the footwear category “will likely experience further headwinds over the near to medium term.”

Still, some shoe brands and retailers stood out above the rest over the crucial Black Friday weekend. Here were some of the holiday’s biggest winners — and losers — according to analysts.

On and Hoka maintain momentum

According to a Monday note from Needham analyst Tom Nikic, Hoka and On both saw year-over-year growth in online search trends and strong demand at wholesale over Black Friday. The analyst added that both brands likely saw high levels of full-price sales throughout the holiday weekend as well.

“Hoka and On have been the two fastest-growing brands in our coverage, and we believe they did well over the weekend,” Nikic wrote. “Thus, we believe these brands are poised to continue exhibiting strong momentum.”

With regard to On, BTIG’s Stichter pointed out that On removed its typical “buy one, get one” apparel discount during the shopping weekend, which she said represents “traction in efforts to enhance its apparel offering.”

Stifel analyst Jim Duffy also called out On and Hoka — as well as Birkenstock — for their ability to maintain full price sell-through thanks to “compelling newness.” He also highlighted Under Armour, Lululemon and Columbia Sportswear as brands that have made progress getting through their inventory with fewer promotions this year compared to last.

Nike challenged amid turnaround

To address a general decline in demand for Nike and Jordan products, the Swoosh has recently set out to reduce the presence of its popular franchises — such as the Air Force 1, Air Jordan 1 and Dunk — to realign demand. At the same time, Nike has utilized promotions to manage higher levels of inventory that have accumulated as a result of slower than expected retail sales. As such, analysts noted that the brand offered deeper discounts during Black Friday this year compared to the prior year.

At Foot Locker, a key Nike partner, analysts reported that discounts were generally similar to the prior year. However, discounts in Nike, its largest brand, were noticeably deeper this year.

On the DTC front, Nike offered an extra 30 percent off Nike.com purchases this year compared to 25 percent off last year, Nikic noted. However, the analyst added that he witnessed long lines and strong demand on his visit to a Nike outlet store in Deer Park, NY.

“This stood in contrast to what we saw at the Adidas store (which is directly across from the Nike store) and the Under Armour store, neither of which had lines to enter and shorter lines to pay,” Nikic wrote.

50 Years of Nike Through TV, Film and Celebrities

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When it comes to Salomon, there was plenty to talk about in 2024. And if the brand’s presence at The Running Event (TRE) last week is any indication, consumers and insiders alike will have a lot more to discuss in 2025.

The outdoor brand was on fire in 2024, specifically racking up wins with fashion-focused footwear consumers. Specifically, the brand’s collaborations with the likes of Sandy Liang, MM6 Maison Margiela and Aries, as well as influential retailers Sneakersnstuff and Nordstrom, had people hitting the streets in looks that were made for technical terrain.

What’s more, to capitalize on the momentum among the style-savvy that it has stateside, Salomon opened its first U.S. Sportstyle concept store in New York City in October.

The company has also recently made major leadership changes. This month, Amer Sports — the brand’s parent company — announced it had elevated Guillaume Meyzenq to the role of president and chief executive officer of Salomon. Meyzenq, a 28-year veteran of Salomon, will replace Franco Fogliato, who stepped down from the role in April for personal reasons, effective Jan 1, 2025.

And for the past year, Salomon’s business in the Americas has been led by Steve Doolan, an industry veteran who notably spent 13 years at Hoka, having been its first sales rep in the U.S. Doolan assumed Salomon’s president of the Americas role in October 2023.

During last week’s TRE trade show and conference in Austin, Texas, Doolan sat with FN and offered several insights into Salomon heading into 2025.

What relationship do you have with Guillaume Meyzenq, Salomon’s incoming CEO? And why is he the right person to lead the company?

“He was one of the first people I met during the interview process. He is an insightful, thoughtful, really curious individual, and those are characteristics that I value in a leader. Those are characteristics that are incredibly positive. Ultimately, a leader needs to both set strategy and help people develop their own thoughts while understanding what that functionality trying to do. He certainly welcomed me in, over the last year, and he has an understanding of what it is going to take to succeed in the U.S. With 28 years of experience at Salomon, his understanding of the brand combined with the last seven to eight years leading the footwear business, which is where our growth is going to come from is invaluable. For me, these are all clear positives. I’m really excited about how we are going to drive footwear globally, and specifically for our team here in the U.S. and across the Americas over the next few years.”

You left one hot brand, Hoka, for another in Salomon. What is the biggest difference between them?

“This [Salomon] is an incredibly complex business. It’s a business that’s 75-years-old and has been driven by innovation. If you look at every category we play in — ski, snowboard, nordic, protectives, apparel, snow, run, a plethora of footwear categories and then hydration packs — it’s been driven by the desire to create things that make the experience better. That is incredibly pure. That, to me, is why the equity in the Salomon name is so real. That is one of the reasons that I came here. We are a storied, legacy, heritage outdoor business. We know there’s a core group of Salomon users, whether it’s in winter sports or it’s in running, and what we want to do is grow that core.”

What made taking the Salomon job so attractive?

“It wasn’t a singular thing. I think it was a component of having the opportunity to lead the business. I certainly had an important and critical role at Hoka within the Deckers environment, but this was really mine to drive and steer. There are a multitude of lessons that I’ve learned, from demand planning to go to market strategy to how it is that we make sure that our teams are dialed to the supply chain side, that can apply and ultimately really accelerate and drive this business over the course next couple years. There’s certainly a component of the tie back to the winter sports side, which is where I grew up working in specialty retail. I have a deep passion for mountains and winter sports. I would tell you, it was not an easy decision to make or let alone to tell my peers [at Hoka] and people that I really value, but I’m genuinely excited about the group, the team, the culture that we’re building here.”

What was your relationship like with Salomon before joining the company?

“My dad was skiing in SX92s, a rear entry ski boot from the ’80s. Driver bindings were bindings I skied on through my teens, and there’s a ski called the 1080 that really changed, I believe, how skiing was thought of, or was influenced by snowboarding. It really changed this idea of freedom. There’s a series of connectivities with Salomon that certainly, when I was approached, made the conversation very real.”

Salomon is red-hot in North America, specifically with its Sportstyle footwear, but where does the brand need to improve the most? 

“The reason people feel strongly about Salomon, is that they know the brand as always being product-and innovation-driven. We certainly never want to do anything to put that at risk. But I think where we will succeed is by really identifying those winners, those key items that are critical, that are going to resonate with consumer earlier and do a really good job of building a clear go-to-market strategy.”

How will outdoor-inspired fashion play out in 2025?

“I think it would never go away. If I reflect back in my life and think about my dad, the guy wore a suit to work every single day, but the second he got home, literally every single day from work, he went for a run. I think he would have been much happier not to wear a suit and be wearing things that were more reflective of the passions that he had in being outside. The world we live in today, there’s more freedom in terms of what you wear. There are very few places where you wear a suit into work. If I just extrapolate that, why would outdoor-inspired fashion go away? I think the question in my mind is what does outdoor fashion become? How does it evolve? There still is a functionality component. If we think about Gore-Tex, there’s a functional benefit to how Gore-Tex operates, there’s a breathability and waterproofing that is advantageous, and people are probably going to want to have those same characteristics. And I think there’s a styling element as well.”

What story is Salomon looking to tell in North America with its spring and fall 2025 ranges?

“There’s two stories that are completely intertwined. I would describe Salomon as a running brand. The secondary piece is it is absolutely true that the trail is where we came from, and we’ve dabbled in road over the years. We have made a very clear push, taking the learnings that we have from some of these super shoes, and bringing them in packages that are much more commercial and have a much broader appeal. So that would be the first piece. The second is we also recognize there are more surfaces than a pure technical trail in the Alps and a road, so we take those same road midsoles in our Aero Glide 3 and Aero Blaze 3, and we do a gravel version of each of those — slightly more durable upper with a toe cap and then a very minimal lug through the outside. You can go from concrete to pavement and to a gravel surface or even a mellow trail. We’re pushing into road with a new silhouette and then a gravel version of that as we drive into ’25 and ultimately beyond.”

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.

Yes, you read the headline correctly: Hoka has created a trail running shoe with pizza and tacos on the outsole.

The Mafate was the first Hoka shoe that ever hit the market, and next year, the brand will release its latest shoe bearing the name. Arriving in May 2025 is the Hoka Mafate X, a trail-ready shoe that will retail for $225.

Sure, the Mafate X is loaded with tech and is built for long haul trail efforts. But the coolest part of the shoe are its outsoles.

While at The Running Event (TRE) trade show and conference in Austin, Texas last week, Hoka revealed details about the upcoming Mafate X release. The brand stated Sean Denniston, the designer of the shoe, added smiling tacos at the forefoot of the outsoles because the wearer is moving forward and sad face tacos on the heel because they are braking. Denniston, who the senior designer for trail at Hoka, also added pizza slices positioned like arrows pointing forward at the forefoot between the smiling tacos.

Aside from the tacos and pizza, the Mafate X is replete with modern tech. For instance, the shoe’s outsoles are made with Vibram’s Megagrip compound, and it also features a carbon fiber plate, supercritical EVA foam underfoot and a PEBA drop in that sits atop the carbon plate. As for the uppers, Hoka stated they are breathable and were designed to “drain nicely.”

Hoka confirmed it will launch the Mafate X in two colorways for the spring and then more in the fall. Also, the brand stated consumers can expect more surprises like the tacos and pizza on the outsoles in the future.

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.

No matter where you run, leading brands have something new and improved for you in 2025.

This week at The Running Event (TRE), the industry’s leading trade show and conference held in Austin, Texas, top brands including On, Hoka, Brooks and many more revealed what will arrive in both the spring and fall for the road, trail and everywhere else.

Below are 18 of the top shoes for 2025 revealed at TRE.

On Cloudboom Max

On — likely a surprise to no one — revealed one of the most eye-catching and compelling shoes at TRE, the Cloudboom Max, which the brand believes fills a gap in the market and described as a race day shoe made for the everyday, average runner. The shoe, which features its Speedboard underfoot that was tuned to make it a little more forgiving, will release in August and retail for $230.

Merrell Adapt Matryx

Merrell revealed the latest trail-ready look from its MTL (Merrell Test Lab) line, the Adapt Matryx. The shoe features a high stack of its FloatPro+ foam with FlexConnect flex grooves, as well as Matryx uppers with a midfoot fit panel and Vibram Megagrip outsoles with 4 millimeter lugs. The look, which was designed to offer the wearer a stable ride across multiple terrains, arrives in May and will retail for $180.

Hoka Mafate X

Yes, the Hoka Mafate X features pizza and tacos on the outsole. No, that’s not the best part of the trail-ready shoe. The shoe features a carbon fiber plate, supercritical EVA foam underfoot and a PEBA drop in that sits atop the carbon plate. Also, the uppers are breathable and were designed to drain nicely. The shoe arrives in May and will retail for $225.

Saucony Endorphin Elite 2

Arriving in March ahead of the Boston marathon is the Saucony Endorphin Elite 2. The highlight of the shoe is the brand’s new IncrediRun foam underfoot, which is soft and offers both bounce and resiliency. Also, Saucony designed the shoe with a full-length slotted carbon fiber plate for improved midfoot flexibility. It will retail for the $275.

Brooks Glycerin 22

In February, Brooks will release the latest look in its acclaimed Glycerin franchise, the Glycerin 22. The shoe has offers a plush ride, thanks to the brand’s new DNA Tuned midsole tech, which Brooks described as a dual cell nitrogen-infused foam. It will retail for $165. Also, Brooks will release a GTS 22 version with guide rails for support.

Adidas Adizero Adios Pro 4

Adidas will look to have both its elite athletes and everyday consumers alike crossing finish lines in the Adizero Adios Pro 4, which will arrive in January. The brand stated it took learnings from its extremely limited $500 super shoe, the Adizero Adios Pro Evo 1, that arrived in 2023 and made a $250 price point version. Highlights of the shoe include a new formulation of its Lightstrike Pro midsole tech, which is significantly lighter, and its carbon-infused Energy Rods that propel the foot forward. It also was built with buttery-soft Lightlock mesh uppers, Continental rubber on the outsole at the toe-off and a new formulation of its Lightstrike Pro midsole compound.

Under Armour x Speedland Infinite Mega

Under Armour showcased a shoe that would make most runners stop and stare. The athletic giant unveiled the Infinite Mega, a collaboration with Speedland, a brand founded by industry veterans Dave Dombrow and Kevin Fallon who both worked at Under Armour. The shoe features a massive midsole stack — with heights of 35 millimeters at the forefoot and 43 millimeters at the heel — and dual, two-direction Boa dials for a customizable heel fit. It arrives in January and will retail for $250.

Asics Gel-Nimbus 27

Asics shined a light at TRE on a new addition to one of its most beloved lines, the Nimbus 27, which arrives in January. The latest shoe in its tried-and-true franchise features single piece of FF Blast+ midsole foam with incapsulated Gel in the heel, and added 2 millimeters of cushioning to the midsole height without adding weight from the Nimbus 26. Also, it was built with knit colors and pull tabs that offer comfort to the wearer before the shoe is even on. It will retail for $165.

Puma Fast-RB Nitro

Puma has been red-hot since reentering the category in 2021, and will deliver shoes for all levels of runners. The highlight of its 2025 releases is an update to its rule-breaking super shoe, the Fast-RB Nitro, that debuted in August. This time, Puma is swapping out the laceless upper for one with laces, allowing the wear to have a more customized fit. It arrives in January and will retail for $350.

New Balance 880 v15

Arriving in March for $140 is the New Balance 880 v15, a look the brand described as your workhorse, everyday trainer. The updates include an adjusted outsole pattern and tweaked midsole stack height (raised just a bit). Also, the brand said this shoe offers the wearer more protection as a whole.

Salomon S/Lab Ultra Glide

Salomon will release its S/Lab Ultra Glide in February, a shoe the brand debuted at the UTMB ultramarathon that took place in Chamonix, France in August. The brand stated this shoe was built for anyone from the front to the back of the pack, and was designed with comfort in mind. The outsoles are made from the brand’s Conagrip compound and include sphere-like shapes, which Salomon named Relieve Sphere. Also, it features dual-foam midsoles, with its EnergyFoam+ directly underfoot that is paired with its standard EVA EnergyFoam. This, the brand explained, offers both stability and a soft underfoot experience. It will retail for $250.

Altra Lone Peak 9+

Altra’s acclaimed Lone Peak franchise for the trail will have a new addition in March. The Lone Peak 9+ features Vibram Megagrip outsoles and has the same upper design as the 9, but was executed with a different ripstop material that is more rugged for hiking. It will retail for $155 and release as an REI Co-op exclusive. Distribution will open up to more retailers in June.

Diadora Nucleo 2

Diadora — an Italian brand with rich performance history — will deliver shoes competitive with those of the giants in 2025. For example, Diadora said its biggest shoe of 2025 will be the Nucleo 2, a highly-cushioned neutral daily trainer that it believes rivals the Clifton, which is Hoka’s most popular road running franchise. The highlight of the Nucleo 2, which is in the market now, is the brand’s Anima midsole compound. Diadora plans to release new colorways every two months starting in January. The shoe retails for $160.

Tracksmith Eliot Racer

Tracksmith revealed its Eliot Racer at TRE, a super shoe the brand stated looks like a racing flat when you toe the line. It is a plated shoe built with the same architecture as its Eliot Runner, such as its notable comfortable sock liner, but weighs just 7.5 ounces and has a plush stack of midsole cushioning underfoot (33 millimeters at the forefoot and 39 millimeters at the heel. It arrives in March and will retail for $280.

Nike Vomero 18

Although Nike has long been scrutinized for its innovation woes and focus predominantly on the elite runner, in 2025 the Swoosh will simplify its line to three pillars so runners can find the right shoe for them. The pillars are supportive cushioning (which will feature its Structure franchise), responsive cushioning (which will feature its Pegasus franchise) and maximum cushioning (which will feature its Vomero franchise). Nike stated 2025 is the year of Vomero, with the Vomero 18 coming in at $150. Looking ahead, Nike stated it will release a Vomero Plus in fall and later a Premium version.

Veja Condor 3 Advanced

Arguably Veja’s most versatile running shoe to date will arrive in February, the Condor 3 Advanced. Retailing for $200, the shoe features an EVA Dyanamic plate at the midfoot for energy return and a wider toe box than its predecessor. One colorway in February and then several more will debut in the fall.

Oboz Hayalite

The Hayalite boot is similar to the brand’s popular Cottonwood style, and was described as more of a casual hiker, mostly because of its nylon and polyester execution compared to the Cottonwood’s leather. It will debut in August in men’s and women’s sizing, both in low and mid cuts, with respective retail prices of $155 and $165.

La Sportiva Prodigio Pro

With the Prodigio Pro, La Sportiva has created a super shoe for the mountains. Arriving in March for $195, the shoe features a nitrogen-infused TPU core and a nitrogen-infused EVA casing underfoot, offering a soft and responsive feel. It also includes the brand’s stickiest Frixion white rubber with 4 millimeter lugs. La Sportiva compared the performance of this shoe to its popular Mutant.

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.

Following their successful retooling of the Mafate Speed 4 near the end of the summer, Hoka and Satisfy are bringing back their lightweight deliciously technical trail runner in two new monochromatic colorways.

The Satisfy x Hoka Mafate Speed 4 Lite will return this week with “Coffee” and “Bone” color schemes to follow up the first sold-out capsule. Their version of the trail running sneaker sheds weight from the baseline model and delivers a more chic through a switch to a transparent upper with a microfiber collar and ripstop nylon panels. Speed laces offer quicker fit adjustments, and the dual-density midsole with 5mm lugged Vibram outsole remains the same.

“Bone” and “Coffee” look just like you’d expect from the names, with the former featuring a range of off-whites and the latter brown and black. Both feature reflective silver detailing over the tongue with thin sweeping stripes and Satisfy’s name. The heel’s webbing feature mismatched tonal branding for the two parties with the arrangement then reversed in silver on the insole.

Brice Partouche, founder and creative director of Satisfy, said in a press release: “With the Mafate Speed 4 Lite Stsfy we’re driven to push the boundaries of what a trail shoe can be. Every element — from the tactile ripstop nylon to the grounded tones of coffee and bone — serves a purpose, letting runners experience the trail in its rawest form. This collaboration is about more than design; it’s about creating gear that amplifies the runner’s connection to the ground and the journey ahead. Each material and detail is there to support that connection, to make every step more responsive and real.”

The Satisfy x Hoka Mafate Speed 4 Lite “Bone” and “Coffee” will release Thursday, November 14, through Satisfy’s website and Dover Street Market’s global stores. Another drop will follow Friday, November 15, through Hoka’s website and additional third-party retailers. Pricing is set at $210.

About the Author:

Ian Servantes is a Senior News Editor for Footwear News specializing in sneaker coverage. He’s previously reported on streetwear and sneakers at Input and Highsnobiety after beginning his career on the pop culture beat. He subscribes to the idea that “ball is life” and doesn’t fuss over his kicks getting dirty.

Retail partners have a been core to Hoka’s growth since its founding. As the Deckers-owned brand celebrates 15 years, FN reached out to some of the its key wholesale accounts to hear about what makes Hoka a good partner and why the brand continues to drive demand. Here’s what they had to say:

Frank Bracken, EVP and chief commercial officer, Foot Locker

Hoka’s superpower: “Hoka is founded on the passion and performance of athletes, consistently delivering innovation through premium design and high-quality products for the past 15 years. Throughout, Hoka has remained true to its origins, enhancing its products and brand experience while preserving authenticity and a deep connection to the running community.”

Perfect partnership formula: “Foot Locker’s partnership with Hoka is built on a strong, collaborative foundation, guided by a shared long-term vision. Over the years, we’ve forged mutual respect through the continuous exchange of ideas — spanning product development, marketing, and more. Hoka has been a committed partner, actively contributing to our shared go-to-market strategies and investing in storytelling that deeply resonates with Foot Locker customers.”

Future hopes for Hoka: “Never lose sight of your relentless drive for innovation while staying true to your core values.”

Joey Pointer, CEO, Fleet Feet

Hoka’s superpower: “[They] kickstarted the ‘maximal’ footwear movement and in staying true to this niche, they’ve been able to build trust with consumers over the years. And Hoka resonates with a wide range of consumers, offering an ultra-comfortable fit that appeals to everyone from endurance athletes and medical professionals to fashion enthusiasts, which speaks to their ability to blend comfort with performance.”

Perfect partnership formula: “From a marketing perspective, whether it’s partnering on our co-branded Humans of Hoka campaign or at an event like Western States, Hoka consistently strives to be both collaborative and innovative at both the brand level and locally across our 275 stores. Because of this, Hoka’s been our number-one footwear brand the past several years.”

Future hopes for Hoka: “The Bondi and the Clifton have become best-selling franchises, and we look forward to Hoka putting the same investment into other, newer models, like the Mach.”

Tacey Powers, EVP and GMM for shoes, Nordstrom 

Hoka’s superpower: “Even as Hoka’s popularity soared, it successfully maintained a balance between cultural relevance while staying true to what makes the brand so well-loved: comfortable shoes and customer centric technology.”

Perfect partnership formula: “They are laser focused on doing what is right for both the business and the consumer. Our goals are closely aligned, and we engage in consistent, two-way conversations centered around strategic planning to achieve those goals. Hoka is an action-oriented partner that never compromises long-term success for short-term gains.”

Biggest brand icons: “While the Bondi and Clifton styles are the most well-known and successful items today, the Tor Ultra Low became really popular among fashion enthusiasts through key collaborations, particularly with weatherproof versions that coincided with the peak of the Gorpcore trend. Hoka has successfully preserved that momentum with the Mafate and updates to the Bondi and Clifton models.”

Brian Jones co-owner, Playmakers

Hoka’s superpower: “From our first interaction with [Nico Mermoud] at the Winter Outdoor Retailer show in 2010, we knew he and Jean-Luc Diard were on to something special. At the retail level, it was fun to help sort this out and talk to so many curious consumers. The unique beginnings make for one of the best footwear origin stories in our industry — so pure, so authentic and with incredibly functional products. So, in short, product innovation by true pioneers in Nico and Jean-Luc has driven Hoka to who they are today.”

Biggest brand icons: “The Clifton and Speedgoat are both game changers.”

Future hopes for Hoka: “A continued focus on innovation. I’d love to see max cushioning in a lower-profile responsive shoe. Not every shoe needs to be so voluminous.”

Kris Hartner, owner and founder, Naperville Running Co.

Hoka’s superpower: “First and foremost, breakthrough design. When we got the first pair from Nico, we thought they were ludicrous. I handed them off to an employee who was a trail runner and apologized for making him run in them. It wasn’t long before we were seeing people who hadn’t been able to run for years because of knee or hip pain get back to running because of a pair of Hokas.”

Biggest brand icons: “The Bondi since that’s the Hoka shoe that’s been in our top 10 the longest, and it has four years on the Clifton.”

Future hopes for Hoka: “We’re excited to see a focus on channel-specific product differentiation. The new Skyflow is the first example of a shoe that is targeted specifically for the run specialty channel and is already our third bestselling Hoka.”

Innovative technology put Hoka on the map when it launched in 2009. But the brand sees its enduring competitive edge as something a bit more intangible.

“You want to be able to sell the technology,” said Colin Ingram, Hoka’s vice president of global product. “But ultimately, we put experience at the top because that is what you remember as a runner.”

Experience was paramount when Jean-Luc Diard and Nico Mermoud founded Hoka in 2009. At the time, the pair sought an easier way to run on uneven terrains. They viewed shoes not as an extension of the human body, but rather as a piece of equipment — like skis or a bicycle — that could connect people to the ground beneath them in a more fluid, relaxed and fun manner.

“We went back and forth between creating something that’s visually extremely different and [something that] provides these sensations,” Mermoud told FN last month.

With this goal in mind, Diard and Mermoud created the three product elements that still define Hoka to this day: a smooth, curved sole that helps runners transition from heel to toe (or the “meta rocker”); an ultra-cushioned midsole; and a flexible, yet sturdy foot frame. Using these elements as a blueprint, Hoka created a product range that utilizes each core element in a different way.

“We took a very simple approach based on key principles,” Diard said in an interview last month. “That’s the way you always do innovation. You don’t go into things that are drastically complex. You have to simplify things by going to the extreme and seeing if those extremes are meaningful.”

Push the limits

Those principles have stuck, even after Deckers bought Hoka in 2012. (Diard still works with Ingram and the Hoka team in his role as global vice president of innovation at Deckers.)

In 2020, Hoka applied its underlying formula to the Tennine shoe, which featured the most exaggerated version of its heel cushion yet. The odd-looking sneaker wasn’t for everyone. But the technology — which made for softer contact when landing on the ground — was effective. Hoka gradually iterated on (and toned down) the concept and came out with different versions that could appeal to more runners.

“If you go to the extreme in one area and you discover there is no benefit, then at least you know it,” Diard said, explaining the Hoka philosophy of innovation. “Very few people dare to do it this way. [But] this is the way you can keep a competitive advantage on the market. And you always learn something.”

Even more recently, this formula has continued to work to Hoka’s benefit. The Skyward X and Cielo X1 shoes that launched this year both feature the same foundational elements in the rockers and cushioning. That is, both have carbon plates and PEBA foam. But they have entirely different wear experiences. The Skyward X offers a more cushioned, glidelike run for the everyday runner, while the Cielo X1 maximizes speed for more advanced athletes. Hoka created these divergent products by tweaking the rocker and cushioning profiles of each shoe in line with their own needs.

“We call it our tinkering mindset,” Ingram said. “Even though the ingredients are the same, the actual output of those two things creates those two polar differences in the shoes.”

Hoka also rethought its carbon plate when it launched its Tecton X trail-running series in 2022. Instead of one carbon plate, Tecton X uses two parallel plates to better adapt to changing terrains on the trail. As it iterated on this model, Hoka sought feedback from several of its athlete partners — like American trail runners Jim Walmsley and Hayden Hawks. This, in turn, made for a shoe suited to the needs of pro athletes and novice runners, alike.

“Initially, I really struggled on the downhill,” said Hawks, who in September claimed victory at the UTMB World Series Finals 100K wearing the Tecton X 2.5. “But as soon as I started wearing Hokas, I was able to push the downhills a lot harder than I ever had before.” 

Mass appeal

While Hoka started as a brand for more advanced trail runners, its foundation in performance is what ultimately paved the way for its broader acceptance among the masses. Everyday runners and lifestyle consumers who want a comfortable, good-looking shoe are increasingly turning to brands rooted in performance for an experience they can trust.

“The brands that are the most ‘lifestyle’ are always brands that have a very big performance heritage,” said Diard. And while Hoka doesn’t actively cater to a lifestyle audience, it is consistently chosen anyway.

Since the pandemic-led running boom in 2020 and beyond, the brand has grabbed more mindshare among teenagers and women, many of whom are new to running or unaffiliated with the sport. Dave Powers, Deckers’ recently retired chief executive, described this evolution in May when he said running, as a category, has become “the new streetwear.”

But even as its popularity grows, Hoka isn’t losing sight of the original vision that powered its growth — and the technology that continues to define its brand DNA.

“It’s a brand that stands for performance,” Ingram said. “It is something that has a unique end use. And on the other side, it is ultimately wearable.”

Running is hereditary for British-Jamaican athlete Adelle Tracey.

Her father, Nicholas, was a 400-meter runner for Jamaica and she always thought she would be following in his steps.

The younger Tracey, who is sponsored by Hoka, now primarily competes in 800m races, but she’s been running ever since she could remember. After being born in Seattle, her family moved to the Parish of Manchester in Jamaica, where she spent her childhood.

“The culture of running in Jamaica is a massive deal, so everybody runs. It’s been ingrained in me from a young age, and when I moved to the U.K., I always felt like it was already part of my identity to be a runner and I was really strong at it,” she said while sitting on a director’s chair in the Hoka store in London’s Covent Garden.

At school, Tracey joined the club system for gifted young athletes. Sports days were her favorite at school as it was an opportunity to show her strength.

“I wasn’t very academic and a lot of the reasons why I run are because I am neurodiverse, being dyslexic and dyscalculia. I gained a lot of confidence from being in sport as a child and I could bring that back to the classroom and tackle the challenges there with a lot more confidence,” she said, adding that she encourages anyone who is neurodiverse to lean into their strengths because it “gives so much power.”

Tracey made her first team for Great Britain at the age of 16, and at 19 she was chosen by Dame Kelly Holmes to be one of the torchbearers at the 2012 Summer Olympics Opening Ceremony.

Being recognized by Holmes was a motivating factor for her to want to become an Olympian. The moment remains sentimental to her. “I’ve only watched it back a handful of times, because I want it to remain really special,” said the now-31-year-old.

This summer, Tracey made it to the 2024 Summer Olympics, but represented Jamaica instead of Great Britain.

She went through a change of allegiance process that involved not competing for Great Britain for three years, which coincidentally happened at the same time as the COVID-19 pandemic.

“I’ve now fulfilled my childhood dream of being able to compete for the country that I grew up in. I’ve loved my experience as a G.B. athlete as well, and it’s been a privilege to be able to compete for both sides of your heritage,” said Tracey, whose mother is British.

The Jamaican team also has a rich legacy when it comes to the Olympics — Usain Bolt was the first athlete to hold the 100m and 200m world record; Elaine Thompson had a time of 10.71 seconds at the Rio Olympics in 2016; and Shelly-Ann Fraser-Pryce became the first Jamaican woman to win a gold medal for a 100m race at the 2008 Beijing Olympics.

Tracey was close to her own Olympic dreams in Paris this summer, until her plans took a left turn.

She didn’t make the repechage round in the 800m or 1500m races because she suffered from an injury that tore the arch of her foot in May that didn’t show up in an MRI scan until a second scan the day after the Olympics. 

She soldered on and cross trained every day but had to refocus her priorities. “Being there, I just had to take it all in and be thankful for being there and making the start line,” she said.

In the meantime, she’s spent a lot of time with friends and family. It’s taken her two months to be able to return to the gym and she’s started running again.

Her training regime is a rigorous one. Tracey spends three months a year running at high altitude.

She in Kenya in January, followed by South Africa in the spring and the south of France in the summer.

Kenya is one of her favorite places to run. “It reminds me of where I grew up in Jamaica and there’s something peaceful and simple about the way of living there. And as a woman, you feel empowered to run because you feel perfectly safe,” she explained.

As a Hoka athlete, she also spends time training in Flagstaff, Ariz., where the athletic brand has an elite running group.

She credits the brand for celebrating athletes as individuals rather than treating them as robots.

And the running trails in Arizona aren’t half bad either. “It’s a lot of dirt trails and beautiful pine forests. I run for miles and miles, and the surface is incredible because of the high elevation. There are also some cool spots in Sedona, where there are red rocks,” said Tracey.

Her training is leading up to the 2025 World Athletics Championships that will take place in September in Tokyo, Japan.

“I’m excited to start afresh and my body’s healthy again. I think the year before was a really great year for me, so I’m ready to build on that,” she said.

How do you keep a hot brand hot? That’s no small feat, but footwear industry veteran Robin Green is up to the task.

When Green joined the Deckers Brands-owned Hoka in February as president, she was tasked with expanding the brand’s relationship with consumers and athletes — and accelerating the product innovation pipeline.

“What’s been amazing about this experience so far has been connecting with the Hoka team, the employees within the organization, the leadership across Deckers and seeing how the brand connects with people on such a personal level,” Green told FN in early October. “The stories and emails we get from consumers are inspiring. This brand has really changed some people’s lives.”

The numbers tell the story. For several quarters, Hoka has been steadily increasing its market share in the competitive athletic footwear market. Hoka wrapped up fiscal 2024 earnings in May with net sales of $1.807 billion, a 27.9 percent increase from $1.413 billion in 2023. And in its most recent earnings report in October, momentum continued as the brand reported net sales of $570.9 million for the second quarter of fiscal 2025. That’s up 34.7 percent from $424 million in the year-ago period.

Wall Street is confident Hoka’s winning streak will remain a top driver for Deckers’ overall business.

“There continues to be significant growth avenues within the sporting goods [channel], among better independents — and, carefully, within athletic specialty distribution channels. Further, the international opportunities remain robust,” Williams Trading analyst Sam Poser wrote in a note last month.

Green, who most recently spent 17 years at Nike, understands the challenges that can arise with rapid expansion.

“Sometimes growth can overshadow that important relationship with the consumer and with the community,” she said. “We always want to be a brand that welcomes everybody. So that’s something I want to stay on top of, making sure … we always stay humble.”

Strengthening Wholesale

On the company’s first-quarter earnings call in July, Deckers Brands’ president and chief executive officer Stefano Caroti dubbed fiscal 2025 “a year of wholesale growth” for Hoka, adding that the star running brand is seeing an expansion of both shelf space and new doors within the segment this year.

Caroti also noted on the call that some of the retailers expanding Hoka distribution are Dick’s Sporting Goods, Foot Locker, Intersport in Europe, Top Sport in China, Sport Chek in Canada and JD Sports in the U.S., Europe and Asia.

This emphasis on wholesale growth was visible in the second quarter of fiscal 2025, with Hoka bringing in $362 million in sales in the business segment, a 37.7 percent increase from the same time last year.

Green — who had a front-row view of Nike’s wholesale missteps — sees retail partners as the “absolute center” of the business strategy. “We have incredible partners in terms of positioning and authenticating our brand across different channels. [In the future], they will play an important role in terms of how we grow Hoka, both in the U.S. and internationally,” Green said.

Hoka’s core run specialty business is also central to the company’s overall strategy.

“We have established credibility in a really personal way,” Green noted. “Whether it’s through activations at a community level, or how we look to enhance our storytelling and innovation launches going forward, [these retailers] play a critical role in that mix.”

Looking forward, both larger retailers and specialty accounts are equally important to Hoka’s success, Green insisted.

“I wouldn’t say that one is equal or less than the other. It’s just the relationship and engagement models are different. How we activate from a community and in-store standpoint is different between a run specialty account and a Dick’s Sporting Goods, as an example. Both play important roles in terms of allowing us to reach a broader range of consumer and get the product on the feet of people in an authentic way.”

The Global Agenda

In October 2023, Hoka planted its flag in Europe with its first boutique in London’s Covent Garden neighborhood. At the time of the opening, Caroti said in a statement that London is “arguably the most influential athletic lifestyle footwear market in the world” and is a “critically important market” for the brand.

In May, Hoka followed up its London success with a new store in Paris ahead of the Olympic Games, which drove major awareness in both cities, according to Dave Powers, the then-president and CEO of Deckers Brands.

“Global consumers who identify as runners remain our highest awareness group and continue to see strong increases, but we are also seeing really powerful growth among consumers who are more fitness oriented,” the now-retired Powers said in May. “While Hoka is increasing its awareness across all age groups, growth is strongest among 18- to 34-year-olds globally with brand awareness among this influential age group nearly doubling year-over-year.”

Expect to see more stores like the ones in London and Paris as Hoka charts its path abroad. Green said that both Europe and Asia will play an important role in this next chapter of growth.

“We see a lot of upsides in these markets. The brand awareness is growing incredibly fast. We’re seeing a lot of exciting adoption on both fronts. So for the next couple years, international is where we’ll be looking to put a lot of focus and energy,” Green said.

One of the biggest lessons learned so far? Don’t be afraid to build out a flagship-size footprint where needed.

“The appetite for the brand is so high that our stores are all beating plan,” Green said. “Initially, we wanted to be strategic and not go too big too soon. But what we’re finding is the consumer interest in adopting the brand is moving so fast that we, in theory, could potentially look at some slightly larger spaces that allow for higher sales velocity, more product in-store and potential category expansion within the stores.”

What’s Next

Turning to the future, Green said there is a lot about Hoka that she hopes stays exactly the same.

“At the same time, we will continue to ‘zig’ when the industry ‘zags’ and do something completely different than people expect from us,” she said.

But one thing is clear: Hoka will continue to be itself.

“You don’t have to be an elite athlete, you don’t have to be a certain body type or fit into a specific mold. It really is a brand where everybody feels welcome to bring their most authentic self — whether you’re a walker or a runner or a hiker,” Green said. “We welcome everybody. And that just opens the door for people to feel like they can try something new.”

Looking ahead, Green is excited for the places Hoka will go. “We have an incredible runway ahead of us. We’re all extremely energized around where the brand is currently positioned, and where the brand is headed,” she said.

Hellah Sidibe lives his life in numbers. The miles he’s run so far this year (2,100), the watches he wears when running (four), the hours he sleeps a night on average (seven and a half), his age (33), his fitness age (27), his average daily step count (22,000) and, perhaps most importantly, the days he’s run consecutively since starting his more than seven-year run streak on May 15, 2017.

Today, a Wednesday in mid-October, is day 2,711. It’s already a busy one for Sidibe, who is training for a 100-mile trail race later in the month. By 1:30 p.m., one of his watches tells him he’s almost hit 15,000 steps. And that’s before today’s “official” run, which is slated for later this evening. And folks, this is a “rest day” for Sidibe, which consists of just a 5K distance.

“My rest day is no days off,” Sidibe tells Footwear News on set for his cover shoot in and around PMC Studios in Manhattan. He chuckles as he says it, knowing how he must sound to those around him. As a verified “run streaker,” he insists he doesn’t need a rest day, at least in the typical sense, yet he encourages other athletes to make that choice for themselves.

The U.S. Running Streak Association, which was founded in 2000, defines a run streaker as someone who runs at least 1 mile every calendar day on a road, treadmill, track or hill for at least a year. Sidibe has his own rules. He runs a minimum distance, which has been as low as 2 miles, and bases his “days” on Eastern Standard Time, no matter his location. Those rules might not work for everyone. And he’s OK with that.

“Who are you to tell somebody that they must run at least a mile to count as a streak for them? What happens if their only capability is to run five minutes at a time and that doesn’t cover a mile? You’re going to tell me that they can’t be a runner or a streaker?” he said. “I want everybody to make their own rules about running.”

This approachability factor is one facet of Sidibe’s natural charm. He’s an elite ultramarathoner, but like the film character Forrest Gump, he’s also just a guy who likes to run. His goal is to eliminate the barrier to entry to be a run streaker. That’s part of the reason he loves Hoka, the Deckers Brands-owned running label he’s partnered with since 2022 that caters to a broad spectrum of athletes and nonathletes.

Erika Gabrielli, Hoka’s vice president of global marketing, explained that the two are closely aligned in their values.

“Our partnership with Hellah Sidibe is a great representation of the intersection of performance and joy found through movement. Hellah embodies Hoka brand values of inclusivity and optimism as he builds community in pursuit of progress,” she said. “He has grown a loyal following of runners motivated by embracing one’s own potential, and from the road to the trail, he continues to break down barriers.”

“We’re born to run, I really believe that,” Sidibe said. “Making that more accessible and more open and welcoming to people is what makes [Hoka] special to me.”

As he walks through Midtown Manhattan for his cover shoot, Sidibe sports several of his favorite Hoka shoes (he especially loves the bright colorways). The Mach line is his go-to for daily runs, while the Rocket X2 and Cielo 1 are reserved for when he needs speed. He gets double takes from passersby — a young boy and a man in a suit — who recognize the affable, energetic athlete from social media.

Since he started posting on YouTube on streak day 163, Sidibe has gained almost 300,000 subscribers on the platform and millions of views on his videos. They all start with the same cheesy, yet lovable refrain: “What’s up my beautiful people?” On Instagram, his 300,000 followers get daily glimpses of life as a super runner, often accompanied by encouraging words about setting and achieving goals. For Sidibe, these goals have included becoming the first Black man to run across the U.S. (3,061 miles) in 2021 and running the equivalent to the New York City subway system (245 miles) in one week in 2020.

It’s chilly outside today but Sidibe radiates positive energy, and his love for his sport is infectious. Watching him in his element, it’s almost hard to believe there was a time he dreaded doing the very thing that has become his career.

Starting line

Sidibe began his athletic career in soccer while growing up in West Africa. He eventually enrolled in the University of Massachusetts Amherst via a soccer scholarship, where he forged a negative relationship with running, associating it with a punishment.

“I created this phobia in my head about running,” Sidibe said, describing the sleepless nights he’d have ahead of a practice where he knew he’d need to run.

Despite broad interest from professional teams, a series of immigration issues prevented Sidibe from moving forward after college, a setback that landed him in a dark place mentally. To pick himself up, he turned to one thing in his life he knew he could control — and a fear he was finally ready to face. It started with a small goal: Run 10 minutes every day for two consecutive weeks. “I didn’t have any coach yelling at me, pointing fingers,” he said. “So I just went out there.” Two weeks turned into a month, which turned into a year, which turned into a goal with no end in sight. “I fell in love with it,” Sidibe said.

Early on, his footwear of choice was Hoka. Sidibe was naturally drawn to the brand’s bright colors and proven technology, well before signing as a partner in 2022. (Both parties recently renewed the deal for two more years.)

Once he realized the joy running brought into his life, Sidibe turned his attention to helping others via charity work and raising awareness for causes close to his heart. “When I was out there running, I was battling for somebody,” he said.

In 2018, Sidibe ran his first race with little training, to raise awareness for suicide prevention. In his second event, a half marathon, he raised money for the family of a girl with cancer. When he ran the New York City Subway Challenge in 2020, he raised money for victims who lost their lives due to racial injustice.

“I know what it feels like when you don’t have anything, and people have been there for me,” Sidibe said. “My way of giving back was to use my legs.”

Cross country

Sidibe took his run streak to the next level when he decided to run from Los Angeles to New York in 2021. He partnered with Soles4Soles and raised close to $30,000 for the nonprofit on his 84-day journey across 14 states.

“Hellah’s energy, focus and dedication are inspiring to so many people,” said Buddy Teaster, president and chief executive officer of Soles4Souls, who ran alongside Sidibe on three different moments in the race across the country. “His support of Soles4Souls then and in the years since has been powerful and meaningful. We’re honored to call him partner and friend.”

In addition to the rigorous pace he had to maintain, crossing the country brought other challenges to the Black athlete, who ran with the support and help of his best friend, Garrett Jones, and his fiancée, Alexa Torres.

“I did get called racial slurs in Missouri,” Sidibe said, adding that police were also called on him multiple times throughout his journey. “One police officer didn’t even believe my story that I started running across America. He touched his gun and he was about to unclip and I started panicking.” He was ultimately saved by a couple who recognized him and donated to the campaign.

His own experiences pushed Sidibe to engage more directly in conversations surrounding running safety for minorities and women. It’s part of the reason he emphasizes group runs and advocates for technologies like sirens or emergency detection systems that can protect people.

“Sometimes when you’re running, you’ve got to make sure you look like a runner, especially if you have the skin color that I have. I make sure I’m dressed like a runner, so it won’t be taken as if I’m running away from something or that I took something or did something,” Sidibe said. “But I also am privileged in a way, because no matter what, women are not safe when they’re running.”

Sidibe is also passionate about other causes like climate change and the rights of women to make personal choices regarding their bodies. He is conscious of having a large platform during a highly contentious election year but isn’t specifically tailoring his content for the event. Instead, Sidibe tries to incorporate his values into his platform and actions year-round.

“It’s not what you say, it’s what you do,” Sidibe said. “I try to live a life and really walk what I say to make sure that people see me doing these things.”

Finish line?

Sidibe’s running streak has given him a career and an audience, a blessing he is grateful for every day. But money and fame are clearly not the fuel in the tank keeping him going. He isn’t afraid to stop, if that should become necessary. Even after seven years, crossing that finish line doesn’t scare him. He’s pivoted before, after all.

“Now I know there’s always light at the end of the tunnel. I was able to discover running, which tells me that I can discover something else. It could be cycling, swimming, it could be something that’s not even sportsrelated,” he said.

And it’s never been just him on this journey. Sidibe said he’s grateful for his close circle of friends, his fiancée, brand partners and the other athletes in his network he has leaned on for support throughout his streak.

“There’s an African proverb: ‘If you want to go fast, you go alone. If you want to go far, you go together.’ I think going far has been because I have a bunch of people around my corner.”

FN Cover Shoot: Hellah Sidibe Was Born To Run [PHOTOS]

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