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Hoka is on the move and reaching a new personal best.
The running brand had the “largest quarter in its history” in the first quarter of its 2026 fiscal year with $653 million in revenue, parent company Deckers reported on Thursday. The brand’s sales grew 20% sales year over year.
The footwear giant highlighted its international growth as it navigates tariff-related challenges in the US. Hoka, along with Ugg, drove a 50% increase in Deckers’ international revenue for Q1. Hoka got a shoutout for its success in the Asia-Pacific region, specifically its performance in retail stores in China.
“The strength of our business continues to be driven by the remarkable growth in our international markets,” CEO Stefano Caroti said on the company’s earnings call, adding that it was “navigating a choppy US consumer environment.”
Deckers’ total revenue was $965 million for the first quarter, surpassing analysts’ estimates of $901 million.
Caroti told investors he expects the fast-paced growth to continue in the second quarter. Ugg and Hoka are among the “most consumer-loved brands in our industry,” he said.
However, he said that Deckers plans to continue increasing product prices during fiscal year 2026 to “partially offset tariff headwinds.” The company raised prices on some Hoka products in July.
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The company attributes much of Hoka’s success to its wholesale partnerships, marking an ongoing shift from online deal-hunting to in-person shopping for US consumers, Caroti said. The brand is known for its ultra-cushioned running shoes that have become popular among athletes.
Meanwhile, it’s expanding its own retail store locations “on a much smaller scale.” Leaning into the direct-to-consumer business at the expense of wholesale relationships has cost some competitors like Nike, which is trying to course-correct.
“Over time, we expect our DTC business to benefit from the conversion of newly acquired consumers to loyal, repeat purchasers,” Caroti said.
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