Hoka: A Challenger Brand’s Quest for Excellence in the Sports Shoe Industry

Case Code: BSTR679 Case Length: 12 Pages Period: 2023 Pub Date: 2024 Teaching Note: Available

Price: Rs.400 Organization : Deckers Outdoor Corp Industry : Countries : United States Themes: Innovation, Brand Differentiation, Competitive Strategy,Marketing Strategy

Abstract Case Intro 1 Case Intro 2 Excerpts

About Hoka

The history of Hoka dated back to 2007, when trail runner Diard was working as the CEO at French sports equipment company Salomon Group (Salomon). As the CEO of Salomon, he attended the Outdoor Retailer trade show in 2007. There, he came across a booth which had adventure racing equipment, apparel, and minimalist backpacking. Seeing the minimalist design, Diard came up with an idea, “What if I tried something completely opposite?” He had been observing the changing trends in skis, golf clubs, and mountain bikes, which were getting fatter and larger in size while being lightweight. He felt, “If we make a shoe that is actually very light, and that would be oversize, there’s probably something there.” He left the booth and made a note for himself which read ‘XXXL’..

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