{"id":1234727819,"date":"2024-11-04T11:49:42","date_gmt":"2024-11-04T16:49:42","guid":{"rendered":"https:\/\/footwearnews.com\/?p=1234727819"},"modified":"2024-11-04T13:12:53","modified_gmt":"2024-11-04T18:12:53","slug":"hoka-president-robin-green-strategy-interview","status":"publish","type":"post","link":"https:\/\/footwearnews.com\/business\/business-news\/hoka-president-robin-green-strategy-interview-1234727819\/","title":{"rendered":"In First Major Interview, Hoka President Robin Green Talks Fueling Brand Heat, International Growth + More"},"content":{"rendered":"


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How do you keep a hot brand hot? That\u2019s no small feat, but footwear industry veteran Robin Green is up to the task.<\/p>\n

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When Green joined<\/a> the Deckers Brands-owned Hoka in February as president, she was tasked with expanding the brand\u2019s relationship with consumers and athletes \u2014 and accelerating the product innovation pipeline.<\/p>\n

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\u201cWhat\u2019s 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,\u201d Green told FN<\/a> in early October. \u201cThe stories and emails we get from consumers are inspiring. This brand has really changed some people\u2019s lives.\u201d<\/p>\n

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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<\/a> 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<\/a>. That\u2019s up 34.7 percent from $424 million in the year-ago period.<\/p>\n

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Wall Street is confident Hoka\u2019s winning streak will remain a top driver for Deckers\u2019 overall business.<\/p>\n

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\u201cThere continues to be significant growth avenues within the sporting goods [channel], among better independents \u2014 and, carefully, within athletic specialty distribution channels. Further, the international opportunities remain robust,\u201d Williams Trading analyst Sam Poser wrote in a note last month.<\/p>\n

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Green, who most recently spent 17 years at Nike, understands the challenges that can arise with rapid expansion.<\/p>\n

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\u201cSometimes growth can overshadow that important relationship with the consumer and with the community,\u201d she said. \u201cWe always want to be a brand that welcomes everybody. So that\u2019s something I want to stay on top of, making sure \u2026 we always stay humble.\u201d<\/p>\n

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Strengthening Wholesale<\/h2>\n

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On the company\u2019s first-quarter earnings call in July, Deckers Brands\u2019 president and chief executive officer Stefano Caroti dubbed fiscal 2025 \u201ca year of wholesale growth<\/a>\u201d for Hoka, adding that the star running brand is seeing an expansion of both shelf space and new doors within the segment this year.<\/p>\n

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Caroti also noted on the call that some of the retailers expanding Hoka distribution are Dick\u2019s 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.<\/p>\n

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This emphasis on wholesale growth was visible<\/a> 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.<\/p>\n

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\"Hoka,
Hoka’s Speedgoat 6 sneaker.<\/figcaption><\/figure>\n

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Green \u2014 who had a front-row view of Nike\u2019s wholesale missteps \u2014 sees retail partners as the \u201cabsolute center\u201d of the business strategy. \u201cWe 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,\u201d Green said.<\/p>\n

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Hoka\u2019s core run specialty business is also central to the company\u2019s overall strategy.<\/p>\n

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\u201cWe have established credibility in a really personal way,\u201d Green noted. \u201cWhether it\u2019s 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.\u201d<\/p>\n

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Looking forward, both larger retailers and specialty accounts are equally important to Hoka\u2019s success, Green insisted.<\/p>\n

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\u201cI wouldn\u2019t say that one is equal or less than the other. It\u2019s 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\u2019s 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.\u201d<\/p>\n

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The Global Agenda<\/h2>\n

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In October 2023, Hoka planted its flag in Europe with its first boutique in London\u2019s Covent Garden<\/a> neighborhood. At the time of the opening, Caroti said in a statement that London is \u201carguably the most influential athletic lifestyle footwear market in the world\u201d and is a \u201ccritically important market\u201d for the brand.<\/p>\n

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

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\"Hoka,
Outside Hoka’s Paris flagship store.<\/figcaption><\/figure>\n

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\u201cGlobal 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,\u201d the now-retired Powers said in May. \u201cWhile 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.\u201d<\/p>\n

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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.<\/p>\n

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\u201cWe see a lot of upsides in these markets. The brand awareness is growing incredibly fast. We\u2019re seeing a lot of exciting adoption on both fronts. So for the next couple years, international is where we\u2019ll be looking to put a lot of focus and energy,\u201d Green said.<\/p>\n

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\"Hoka,
Inside the Hoka flagship store on New York’s Fifth Avenue.<\/figcaption><\/figure>\n

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One of the biggest lessons learned so far? Don\u2019t be afraid to build out a flagship-size footprint<\/a> where needed.<\/p>\n

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\u201cThe appetite for the brand is so high that our stores are all beating plan,\u201d Green said. \u201cInitially, we wanted to be strategic and not go too big too soon. But what we\u2019re 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.\u201d<\/p>\n

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What\u2019s Next<\/h2>\n

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Turning to the future, Green said there is a lot about Hoka that she hopes stays exactly the same.<\/p>\n

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\u201cAt the same time, we will continue to \u2018zig\u2019 when the industry \u2018zags\u2019 and do something completely different than people expect from us,\u201d she said.<\/p>\n

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But one thing is clear: Hoka will continue to be itself.<\/p>\n

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\u201cYou don\u2019t have to be an elite athlete, you don\u2019t 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 \u2014 whether you\u2019re a walker or a runner or a hiker,\u201d Green said. \u201cWe welcome everybody. And that just opens the door for people to feel like they can try something new.\u201d<\/p>\n

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Looking ahead, Green is excited for the places Hoka will go. \u201cWe have an incredible runway ahead of us. We\u2019re all extremely energized around where the brand is currently positioned, and where the brand is headed,\u201d she said.<\/p>\n

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\"Hoka,
Hoka’s fall 2024 “Fly Human Fly” campaign.<\/figcaption><\/figure>\n

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Green, who most recently spent 17 years at Nike, understands the challenges that can arise with rapid expansion.<\/p>\n","protected":false},"author":190673879,"featured_media":1234727817,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"authors":[],"contributors":[],"styled_by":[],"_image_credit":"","_wp_attachment_image_alt":"","pmc_selected_wwd_video_media":"","pmc_top_video_source":"","pmc_top_video_duration":"","wwd_top_video_source":"","wwd_top_video_duration":"","pmc_selected_featured_media":"","pmc_selected_video_media":"","pmc_selected_variety_video_media":"","variety_top_video_source":"","variety_top_video_duration":"","pmc_featured_media_has_alt_text":true,"_pmc_featured_animated_media_id":0,"_pmc_featured_video_override_data":"","_pmc_featured_video_override_url":"","pmc-gallery-linked-gallery":{},"pmc_list_item_description":"","primary_category":"","primary_vertical":"","_mt_pmc_exclude_from_seo":"","pmc-gallery":[],"categories":179,"subcategories":378251816,"mt_seo_title":"Hoka President Robin Green Talks Fueling Brand Heat in First Major Interview","mt_seo_description":"Hoka president Robin Green talks to FN in a new interview about fueling brand heat, international growth and the importance of wholesale partners.","mt_pmc_exclude_from_seo":"off","_pmc_canonical_override":"","instant_articles_should_submit_post":false,"_sailthru_selected_alerts":[],"_sailthru_send_override":false,"_sailthru_alert_subject":"","_sailthru_breaking_news_meta_data":[],"experimental_features_inline_styles":"","linked_video_id":"","pmc_hubs_hide_header":false,"override_post_title":"","override_post_excerpt":"","apple_news_api_created_at":"2024-11-04T16:49:55Z","apple_news_api_id":"038565e1-7437-4735-bc18-f84abf378370","apple_news_api_modified_at":"2024-11-04T16:49:55Z","apple_news_api_revision":"AAAAAAAAAAD\/\/\/\/\/\/\/\/\/\/w==","apple_news_api_share_url":"https:\/\/apple.news\/AA4Vl4XQ3RzW8GPhKvzeDcA","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":"[]","_pmc_automated_related_links":{"settings":{"module_name":"Related","hide_box":0},"data":[{"url":"","id":"","title":"","automated":true},{"url":"","id":"","title":"","automated":true},{"url":"","id":"","title":"","automated":true}]},"overlay_text_placement":[],"overlay_text_one":[],"overlay_text_two":[],"kicker_meta_block_field":[],"_pmc_kicker":[],"pmc_multiple_products_title":"","_jetpack_memberships_contains_paid_content":false,"jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[179,378251816],"tags":[378240243,378240387,378248069],"post_format":[],"_post-options":[],"pmc_ads_suppression":[],"editorial":[378246937,378246939],"ep_custom_result":[],"coauthors":[378249663],"jetpack_publicize_connections":[],"apple_news_notices":[],"parsely":{"version":"1.1.0","meta":{"@context":"https:\/\/schema.org","@type":"NewsArticle","headline":"In First Major Interview, Hoka President Robin Green Talks Fueling Brand Heat, International Growth + More","url":"http:\/\/footwearnews.com\/business\/business-news\/hoka-president-robin-green-strategy-interview-1234727819\/","mainEntityOfPage":{"@type":"WebPage","@id":"http:\/\/footwearnews.com\/business\/business-news\/hoka-president-robin-green-strategy-interview-1234727819\/"},"thumbnailUrl":"https:\/\/footwearnews.com\/wp-content\/uploads\/2024\/11\/20241002-GFallesgon-HOKA-Executive-Portraits-87.jpg?w=150","image":{"@type":"ImageObject","url":"https:\/\/footwearnews.com\/wp-content\/uploads\/2024\/11\/20241002-GFallesgon-HOKA-Executive-Portraits-87.jpg"},"articleSection":"Business News","author":[{"@type":"Person","name":"Stephen Garner"}],"creator":["Stephen Garner"],"publisher":{"@type":"Organization","name":"Footwear News","logo":"https:\/\/footwearnews.com\/wp-content\/uploads\/2018\/04\/cropped-fn_favicon2.png"},"keywords":["deckers","deckers brands","hoka","business","business news","daily headlines","two column \u2013 daily"],"dateCreated":"2024-11-04T16:49:42Z","datePublished":"2024-11-04T16:49:42Z","dateModified":"2024-11-04T18:12:53Z","pmc-gallery-linked-gallery":{}},"rendered":"