The Marketing Millennials

Why Marketing Works: Hoka

May 23, 2024

10:49

Snipd AI

Learn about how Hoka, a trail running shoe brand, took on industry giants with their innovative product design. Discover why they chose to go maximalist in a minimalist market and how they appealed to Gen Z consumers. Follow the inspiring journey of Hoka from niche brand to fashion success, challenging industry norms along the way.

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Quick takeaways

Hoka differentiated by focusing on durable, cushioned shoes for trail runners, strategically poaching Ultra Runner Karl Meltzer for credibility.

Hoka embraced clunky, bold designs to appeal to marginalized consumers, cultivating a cult following and collaborating with fashion brands for brand elevation.

Deep dives

Hookah's Unique Niche Strategy and Rapid Growth

Founded by two former Solomon employees, Nicholas Mermo and Jean-Luc Deard, Hookah differentiated itself by focusing on durable shoes with extensive cushioning for trail running. Initially gaining traction through an order of 770 pairs by Mark Plotches, Hookah strategically poached Ultra Runner Karl Meltzer to build credibility. By 2012, Hookah became the go-to brand for Ultra Runners, leading to acquisition by Deckers for expansion, achieving $1 billion in revenue within a decade.

Introduction

2min

Strategic Positioning and Cult Following of Hookah Shoe Brand

4min

Hoka's Transition to Fashion Success and Industry Positioning

2min

The running shoe set to compete with Nike isn’t who you think it is.

Move over, Under Armor, because you had your chance and couldn’t cut it.

Aidan dives into the tale of trail running’s greatest brand, and unpacks how two former Saloman employees crafted one of the most comfortable shoes of all time. He explains how Hoka’s incredible product design helped them to minimize market spend and conquer the competition for trail runners.

Why did Hoka’s choose to go maximalist in a minimalist market? And what makes them so appealing to Gen Z?

Toss out those dirty Air Force 1’s and slap on the most contrarian shoe brand out there.

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