This chapter explores the key factors that led to Hoka's rapid growth, including luck and skill, as well as the trends that favored the brand. It also discusses Hoka's deliberate approach to revenue growth and its collaboration with status brands.
Episode 33: Lace them up! Alex Lieberman (@businessbarista) dives into the meteoric rise of Hoka, the popular shoe brand that just crossed the $1 billion mark in revenue. Since the pandemic, it went from having less than 10% of Deckers’ (parent company) revenue to nearly 40%, and a stock that is up 375% over the last 5 years. Learn more about the history of this niche, French brand; and how you can apply it to your business.
Timestamps:
(01:15): History of Hoka
(04:35): Great product for big problem
(05:48): Obsessive focus on a core audience
(09:38): How did Hoka rise so quickly?
(12:58): The shift in marketing
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Alex Lieberman (@businessbarista)
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