Company Analysis

Hoka’s mission statement is to empower all athletes to feel like they can fly. They believe that running, walking, fitness, and the outdoors are for everyone. They also believe in representing all athletes, and in diversity, equity and inclusion in their workplace and beyond. They also make sure to acknowledge that producing and selling footwear and apparel has made a global impact. That means Hoka has an obligation to practice sustainable business and good ethics. Throughout the companies history, they have been notorious for putting the target audience and consumers first. However, Hoka still has to sell their product and keep their own company alive. When it comes to company profitability, Deckers Brands, their parent company, saw the sales of Hoka athletic shoes double in the past quarter, with the help of influencers and advertising. Hoka’s net sales were up to $333 million. That was 58% higher than what Hoka made this time last year. Although Hoka is a newer brand, they have quickly made their way to the top of the shoe market. Also, the brand launched its first ever global marketing campaign this year, which has caused the brand to recieve a significant amout of interest. On top of that, influencers have taken to their social medias to promote Hoka’s shoes, without any paid sponsorship from the brand. In the future, the company must adapt with the current environment. But luckily for them, they have already taken preventative steps in the right direction. In their mission statement, they make sure to include that they are moving towards good ethics and sustainability practices. Being ahead of the competition when it comes to the ever changing market is a top priority for Hoka. To continue to be proactive, Hoka is constantly broadening their horizons when it comes to being inclusive. However, they still have a long way to go because the fitness industry is not known to be the most inclusive place. Recently, they have started to expand their sponsorships past mararthan runners and competitive athletes. Hoka has decided to start representing all types of individuals in their fitness journey