Hoka's Marketing Genuis

 How Hoka has Dominated the Sneaker Industry

My analysis of the article: "HOKA Marketing Strategy: From Mountain Trails to Dominating The Performance Foot."



The Origin Story

In 2009, Founders Nicolas Mermoud and Jean-Luc Diard, launched the brand Hoka. After conducting research, I found that the name itself is derived from the Maori language phrase “Hoka one one,” which translates to “fly over the earth.” 

As most consumers know, their products are known for their cushiony soles and comfortable styles. Originally, the goal was to primarily appeal to consumers looking for mountain terrain shoes, however their stylish look has appealed to millions. They were able to transform their niche brand into a global name recognized across the world. 

Hoka's Growth Strategy

https://nogood.io/2023/08/25/hoka-marketing/
 "HOKA Marketing Strategy: From Mountain Trails to Dominating The Performance Foot."

Genesis 

  • Goal: Provide a solution for Trail Runners looking for comfortable shoes 
  • How: Create a running shoe with a thick, oversized sole that uses designs from mountain bike wheels and tennis rackets 
  • Hurdles: Competing against some of the most prominent brands like Nike and Adidas
From inception, Hoka had limited itself by primarily focusing on trail runners to avoid competition against Nike and Adidas, However, their styles quickly gained traction and their brand began to excite millions.
                                         

Evolution

  • Goal: Partner together innovative technology and unconventional styles to provide a high class and bold sneaker
  • How: BE DIFFERENT.  Hoka noticed a gap in the market for runners seeking cushioned, comfortable shoes that also resulted in improved performance. This product differentiation became the highlight of the company's marketing strategy. 
  • Hurdles: Hoka was significantly behind the curve compared to brands like Nike and Adidas. As they entered into the sneaker industry, they had to work hard to differentiate themselves and catch the attention of consumers. Due to their untraditional look, they faced the skepticism uncertainty of consumers. 
The struggles Hoka faced did not stop them from taking over the sneaker market. Instead, they dove in head first by offering various products that would appeal to various consumers. Their goal was and continues to become THE running shoe. 

Becoming America's Running Sneaker 
How did Hoka accomplish this? 
1. Offering a wide variety of products 
2. Being bold and unique designs
3. Utilizing influencers to act as spokespeople for the brand 
4. Focusing on customer relationships and building loyal consumer
5. DOING THINSG DIFFERENT! 

 


Things to Consider

1. Do you think Hoka succeeded in the marketplace because of their dedication to innovate or because of their competitors lack of innovation? Have brands like Adidas and Nike become stagnate in the marketplace? 

Works Cited

"How Hoka's Approach to Innovation Made the Brand a Standout in the Running World." Yahoo Tech, Yahoo, 25 Aug. 2023, https://www.yahoo.com/tech/hoka-approach-innovation-made-brand-192143955.html.

"No Good." NoGood.io, 25 Aug. 2023, https://nogood.io/2023/08/25/hoka-marketing/.






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