
The ultra-cushioned running shoe brand Hoka has been one of the standout growth stories in footwear, riding the pandemic-era running boom and gaining serious traction alongside fellow disruptor ON. But the pace is decelerating as Hoka's annual sales growth has dropped from 58% to 28% to 23% over the past three fiscal years.
Now, its parent company, Deckers, scrapped its forward guidance entirely, citing "macroeconomic uncertainty" and global trade policy drama. That cautious tone spooked investors, with the stock dropping as much as 22% after the announcement and now down over 40% for the year.
The slowdown is a plot twist for a brand that was nearly neck-and-neck with Ugg, Deckers' long-time cash cow. Hoka pulled in $2.23 billion in the last fiscal year, not far off from Ugg's decade-long $20 billion haul. Still, traders are wondering if the momentum was a lockdown fad or if Hoka can keep pace in a more competitive consumer environment.
For now, it seems runners might still be in love, but the market is not feeling the endorphin rush. Hoka was sprinting, now it's slowing to a jog.