Hoka remains in the spotlight as Deckers Brands declares a major milestone for its star running brand.

Stefano Caroti, president and chief executive officer of Deckers Brands, told analysts on the company’s second quarter earnings call on Thursday that Hoka eclipsed $2 billion in revenue over the trailing 12-month period for the very first time.

“With this impressive first half growth, the Hoka brand achieved an exciting milestone,” Caroti said. “I’d like to congratulate our entire global team for their tireless efforts in building the special brand.”

With this significant milestone in hand, the CEO added that Hoka’s ongoing international growth efforts will remain a priority. “We’re globally driven, aiming to diversify and build international markets for a more balanced business, expanding regionally and strategically through various channels,” Caroti noted.

Digging deeper, the executive noted that in the long-term, he’d like to see a 50-50 split in sales between the U.S. and international business segments. “International is between two and three years behind the U.S.,” the CEO noted. “We’ve adopted the same playbook internationally that has been so successful here [in the U.S.]. There’s plenty of upside for us internationally, across all regions from China to Europe.”

Hoka’s international expansion really started to ramp up last year. In October 2023, Hoka planted its flag in Europe with its first boutique in London’s Covent Garden neighborhood. At the time of the opening, Caroti, said in a statement that London is “arguably the most influential athletic lifestyle footwear market in the world” and is a “critically important market” for the brand.

In May, Hoka followed up its London success with a new store in Paris ahead of the summer Olympics, which drove major awareness in both cities.

“Global consumers who identify as runners remain our highest awareness group and continue to see strong increases, but we are also seeing really powerful growth among consumers who are more fitness oriented,” now-retired CEO Dave Powers said in May. “While Hoka is increasing its awareness across all age groups, growth is strongest among 18- to 34-year-olds globally with brand awareness among this influential age group nearly doubling year-over-year.”

This comes as the Goleta, Calif.-based Deckers Brands reported net sales in the second quarter of fiscal 2025 increased 20.1 percent to $1.3 billion, compared with $1.1 billion the same time last year. Net income in the period was $242.3 million, up from $178.5 million in the same year-ago quarter.

“Overall, Decker’s first half results demonstrate our team’s execution around the globe,” Caroti added on Thursday’s call. “Our brands are well positioned for the holiday season and on track to achieve an increased outlook for the full fiscal year.”

Looking ahead, Deckers raised its guidance for the year. The company now expects net sales for the full fiscal year 2025 to increase 12 percent to $4.8 billion. This is up from its previous guidance, which predicted sales for the year to rise 10 percent to $4.7 billion.

Deckers’ star brands Hoka and Ugg continued to lead the way for the company in the second quarter.

The Goleta, Calif.-based footwear company reported net sales in its Q2 of fiscal 2025 increased 20.1 percent to $1.3 billion, compared with $1.1 billion the same time last year. Net income in the period was $242.3 million, up from $178.5 million in the same year-ago quarter.

Shares for the company rose nearly 10 percent in after-hours trading on Thursday.

Deckers also saw a bump in its direct-to-consumer channel, reporting a 19.9 percent increase to $397.7 million, compared with $331.7 million in Q2 of fiscal 2024. Wholesale net sales for Q2 were up 20.2 percent to $913.7 million, compared with $760.2 million the same time last year.

By brand, Hoka saw the largest increase in sales in the second quarter, reporting a 34.7 percent rise to $570.9 million, up from $424 million in Q2 2024. Ugg also continued its winning streak in the period, posting net sales of $689.9 million, a 13 percent increase from $610.5 million last year.

After several quarters of declining sales, Teva returned to growth in the second quarter. Deckers said that its sandal brand reported a net sales increase of 2.3 percent in the period to $22 million, up from $21.5 million the same time last year. Sanuk, which was divested in the middle of the quarter, saw sales decrease 47.6 percent to $2.8 million, compared with $5.4 million last year.

Plus, the company’s Other Brands division, primarily composed of Koolaburra, reported net sales decreased 15.8 percent to $25.8 million, compared with $30.6 million in Q2 2024.

“Hoka and Ugg produced outstanding second-quarter results driven by strong consumer demand for our innovative and unique products,” Stefano Caroti, president and chief executive officer of Deckers Brands, said in a statement. “As I step into the CEO role, I’m committed to building on our proven foundation to support growth, guided by our consumer-first mindset, brand-led philosophy, innovation-forward products, and globally driven focus. Our dedicated teams’ continued execution of Deckers’ long-term strategy has our company well-positioned to achieve an increased outlook for fiscal year 2025.”

Looking ahead, Deckers raised its guidance for the year. The company now expects net sales for the full fiscal year 2025 to increase 12 percent to $4.8 billion. This is up from its previous guidance, which predicted sales for the year to rise 10 percent to $4.7 billion.

Hoka’s Stealth Tech collection, which sees its sneakers take on more stylish treatments intended for city wear, is growing with the addition of two new models.

The Bondi 8 Caged and Tecton X 2 compose the latest Stealth Tech drop and are united by a brown theme. The former silhouette, a max-cushioned everyday running shoe, boasts a new cage overlay for its upper and its tonal brown color scheme includes a camouflage outsole. Reflective detailing increases visibility at night, and the logo applications have been dialed back.

A more involved mix of browns, grey and black make up the Tecton X 2, which keeps the carbon fiber plate and Vibram outsole of the higher-tech trail runner. Reflective details and tuned-down branding also feature on the sneaker, and secondary set of laces also reflects light.

Hoka originally launched the Tecton X 2, the successor to the highly reviewed trail runner, in spring 2023. The Bondi 8, which has also been taken to for everyday wear, debuted in 2022, and the Bondi 9 is anticipated to arrive next year.

Earlier this year, another Stealth Tech capsule saw the Speedgoat 5, Clifton LS, Clifton 9 Gore-Tex and Bondi 8 grey and teal color schemes. That Bondi 8, however, didn’t get an added cage.

The Hoka Stealth Tech Bondi 8 Caged and Tecton X 2 are both out now on Hoka’s website and can also be found at select third-party reatilers. Pricing for the Bondi 8 is set at $165 and the Tecton X 2 $225.

About the Author:

Ian Servantes is a Senior News Editor for Footwear News specializing in sneaker coverage. He’s previously reported on streetwear and sneakers at Input and Highsnobiety after beginning his career on the pop culture beat. He subscribes to the idea that “ball is life” and doesn’t fuss over his kicks getting dirty.

Hoka has tapped the Paria Farzaneh, the 2019 recipient of the British Fashion Council’s NewGen Prize and LVMH Prize semi-finalist, as its latest collaborator.

The British-Iranian designer leans in into her heritage while bringing intricate jacquard embroidery and plush mohair to the Hoka Restore Chukka, a new version of the recovery shoe featuring a higher collar and more structure in two collaborative colorways. A jacquard pattern is scattered across majority of the knit upper, and mohair sits on the tongue beneath new thin rope laces. Brown and black define the “Chocolate” colorway, which includes a gradient mixing the two colors on the chunky sole unit, while the embroidery stands out more in burgundy on for the “Cream” edition.

“The Restore TC shoe has been a part of my lifestyle for a while, which made working with HOKA on this partnership a very organic process from the beginning,” Farzaneh said in a press release. “Coming up with my own perspective by integrating some of the Paria Farzaneh codes and elevating the silhouette to a new dimension felt like a natural creative expression.”

Hoka launched the Restore TC last year, and the slip-on with a sock-like fit is made to help bolster recovery between runs rather than exercise. Its Plush EVA sole unit transitions to a toe cap made of the same material and wraps around a good portion of the upper around to a massive heel pull for each on and off.

Travis Wiseman, director of Lifestyle Product at Hoka, added in the release: “Collaborating with Paria Farzaneh on the Restore Chukka allows us to showcase an entirely new expression of our design philosophy. Farzaneh’s innovative design approach brings an unexpected yet dynamic take on HOKA recovery footwear, allowing us to explore fresh creative possibilities while staying true to the functional excellence that defines our brand.”

Farzaneh has previously collaborated with Converse on two different iterations of the Pro Leather.

The Paria Farzaneh x Hoka Restore Chukka will release October 11 through the two parties’ websites, as well as select third-party retailers. Pricing is set at $145.

About the Author:

Ian Servantes is a Senior News Editor for Footwear News specializing in sneaker coverage. He’s previously reported on streetwear and sneakers at Input and Highsnobiety after beginning his career on the pop culture beat. He subscribes to the idea that “ball is life” and doesn’t fuss over his kicks getting dirty.

Hoka and Reformation have teamed up on a sustainable sneaker for runners and fashion lovers.

Out today, is the Hoka x Reformation Mach 6 LS. The new style is available in three colorways, including in burgundy, cream and gray hues.

The shoes feature a suede mudguard, canvas top and heel overlay, super critical foam midsole and Hoka’s proprietary rubber outsole coverage. The collection also features textiles such as woven monogram jacquard and pops of canvas to merge both Hoka and Reformation’s designs.

The re-imagined Mach 6 is also made with recycled polyester and organic cotton and will be 100% recyclable through Reformation’s RefRecyling program. The initiative pays customers to recycle Reformation shoes, bags, denim, sweaters, tees, outerwear, and activewear that is no longer wanted.

The Hoka x Reformation Mach 6 LS retails for $160 on Reformation.com, Hoka.com, and in select stores.

Ahnu, the new “super sneaker” brand from the brains behind Hoka and Ugg, has released its latest capsule sneaker, the Sequence 1.1 Sport. At a price point of $240, the sneaker is available now at ahnu.co and select retailers around the U.S.

An official description of the shoe reads, “The hallmarks of Sequence 1.1 Sport – unrivaled day-to-night performance and comfort – now adds a supple leather upper that looks as smooth as it moves. This version also gives the bottom a nip in weight and an infusion of extra bounce for lighter, livelier strides. Pair this with the front and back rocker and the carbon plate and the Sequence 1.1 Sport is unparalleled in comfort and the perfect complement in any wardrobe.”

Per Ahnu, the Sequence 1.1 boasts “foam, geometry and plate technologies that harness the best of performance sneakers.” The shoe also features light and cushioned materials designed for all-day wear.

The Sequence 1.1 Sport follows the release of the Sequence 1 in March and the brand’s second capsule, which included a black version of the Sequence 1 in low, mid and high top versions.

The name Ahnu originally belonged to a different shoe brand; Deckers Brands president and CEO Dave Powers revealed to FN in an interview before the launch of the first capsule how the moniker ended up attached to the new brand.

“We originally had no intention of using the Ahnu name for this project, but we were having challenges coming up with a name that we could use on a global level when it came to securing trademark rights and all of those things,” Powers explained to FN. “So we landed on Ahnu because we already had the IP (intellectual property) and we have all the sites globally, so it just made sense. Choosing this name saved us a lot of headaches of setting up sites globally, and integrating with our systems and everything. It made it super easy for us.”

Ahnu’s Sneaker Collection, Photos

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Carhartt has appointed Norma Delaney — a footwear industry veteran with nearly 30 years of experience — as its new vice president of brand marketing and creative.

In her new role, the workwear brand stated Delaney will be tasked with leading the development of its marketing and creative strategies, and will play a critical role in shaping its image and brand recognition. She will report to Carhartt chief brand officer Susan Hennike.

“I’m thrilled to join the passionate and talented Carhartt team,” Delaney said in a statement. “I have long admired Carhartt’s rich heritage, clarity of purpose and how the brand always puts the consumer first. I look forward to contributing to its enduring legacy and ambitious future.”

More specifically, Carhartt stated Delaney will oversee media planning, brand management, internal and external public relations, digital marketing and marketing analysis. What’s more, the brand said she will be responsible for shaping its image, expanding its customer base and achieving overall business growth and success.

“We are very excited Norma is joining Carhartt, and I have full confidence she will leave a lasting impact on our growing brand,” Hennike said in a statement. “Norma has extensive leadership experience and a proven ability to elevate global brands through creative storytelling and strategic amplification. We look forward to her contributions to reinforce our commitment to serve and protect all hardworking people, while introducing the next generation to durable workwear they can count on to make their own histories.”

Prior to joining Carhartt, Delaney most recently was the chief marketing officer at Southern California-inspired lifestyle apparel brand Johnnie-O. However, her professional experience prior to Johnnie-O included stints at several footwear powerhouses.

For instance, Delaney spent four-plus years at Hoka as its global VP of brand and U.S. marketing, and she held several roles over 11 years at New Balance. At Adidas, from 2003-2006, Delaney was the global senior director of brand marketing for the comfort shoe label it owned, Rockport. Delaney also worked for Prince Tennis Group for more than a year, spent three years at Sperry Top-sider and two years at Keds.

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.

Today, Hoka is launching its highly anticipated super trainer, the Mach X 2.

The Hoka Mach X 2 boasts more PEBA foam than its predecessor while managing to shed 0.2 oz for a total weight of 9.2 oz. Borrowing geometry from Hoka’s Cielo X1 race day shoe, the second Mach X gives its PEBA-topped midsole an increased rocker shape for a more aggressive toe-off. A new Pebax Rnew plate is extended with winglets for better support and propulsion, and the lightweight, breathable woven upper gets a sleeker, race inspired collar to go along with a gusseted tongue.

Cutouts on the midsole’s lower layer of supercritical EVA foam help bring down the weight, and traction is provided through a sticky rubber zonal outsole. New reflective detailing has also been added for visibility at night.

“The Mach X franchise is a Hoka favorite for faster-paced training, and we’ve integrated key learnings from the design process of the race-ready Cielo X1 to elevate this design,” Colin Ingram, vice president of Product at Hoka, said in a press release. “The Mach X 2 represents the next evolution of fast-paced propulsive speed training and is ready to push any pace, whether you’re lacing up for your next workout or your next PR.”

In promotion of the new trainer, Hoka has partnered with Strava to host the Hoka Mach Speed Challenge New York City. Beginning today, runners can hit a 0.89-mile segment around the Central Park Resevoir for a chance to win prizes. The top five fastest finishers will get pairs of the Mach X 2, while everyone who finishes the run can claim a price at Hoka’s NYC flagship available to the first 200 to claim it.

The Hoka Mach X 2 is out now through Hoka’s website and select retailers. Pricing is set at $190, and men’s and women’s pairs are both available in the same black and “Electric Aqua” colorway pictured below. Men then get their own in “Frost” white and “Citrus,” while a women’s-exclusive edition comes in white “Frost” and “Electric Aqua.”

About the Author:

Ian Servantes is a Senior News Editor for Footwear News specializing in sneaker coverage. He’s previously reported on streetwear and sneakers at Input and Highsnobiety after beginning his career on the pop culture beat. He subscribes to the idea that “ball is life” and doesn’t fuss over his kicks getting dirty.

Hoka and Satisfy Running are reuniting for the second collaboration and are once again looking to the trails.

The Satisfy x Hoka Speed Mafate 4 Lite “Stsfy” sheds some weight while bringing a greater since of fashion to the trail running sneaker. A transparent lightweight upper is rendered in two monochromatic colorways, “Sulfur” yellow and “Rubber” brown. A soft microfiber collar has also been added for additional comfort while ripstop nylon brings greater protection. Following their Clifton LS collaboration from last year, toggle laces offer quick adjustments to the fit.

Satisfy branding appears on the lateral toe cap, as well as on the mismatched heels and insoles.

Hoka launched the Speed Mafate 4 in the spring with significant retooling for the technical trail runner. A dual-layer ProFly midsole makes use of the brand’s lightest and most responsive foam closer to the foot, while a Vibram Litebase outsole provides traction with 5mm lugs. With a heel-to-toe drop of 4mm, the sneaker offers neutral stability, and a gusseted tongue helps to keep out debris from the trail.

Since starting in 2015, Satisfy has garnered a strong following for its “anti-performance” stance on its technical and stylish running gear. Founder Brice Partouche fashions himself as an outsider having been a skater and drummer before getting into running, and the brand has also collaborated with Crocs and Our Legacy.

Hoka has also been beefing up on its collaborations and it recently made a rare dig into its archive by bringing back the Stinson Evo trail runner from 2012 with a new eye for the lifestyle space.

The Satisfy x Hoka Speed Mafate 4 Lite “Stsfy” will release August 9 through both brands’ websites, as well as select third-party retailers. Pricing has not yet been announced, but the in-line Speed Mafate 4 retails for $185.

About the Author:

Ian Servantes is a Senior News Editor for Footwear News specializing in sneaker coverage. He’s previously reported on streetwear and sneakers at Input and Highsnobiety after beginning his career on the pop culture beat. He subscribes to the idea that “ball is life” and doesn’t fuss over his kicks getting dirty.

Hoka is throwing it back to the early days of its brand by bringing back a hit trail runner from 2012.

The Hoka Stinson Evo OG is making its return Thursday with a new eye for the lifestyle market. The trail running shoe was widely praised in its first go around, when Hoka was still widely unknown and its beefy midsoles were still perplexing. Its upper also boasts the overt hallmarks of the era’s running shoe, making its revival fit for the retro running trend that more established brand’s have been leaning into.

Wavy overlays in metallic silver sweep across the Stinson Evo’s upper, which is rendered in a bright “Habanero Red” mesh upper and utilizes Hoka’s early “Zero Gravity” technology to keep its weight down. The shoe’s once-novel meta rocker midsole also features blocked red striping, and indentations beneath allow for “Adaptive Tuning” by puncturing them deeper to customize support for pronators or supinators.

An additional colorway in black with more sparse red accents will also usher in the Stinson Evo’s return.

At the time it first released, more minimalist running shoes were in favor, and the proposition of a midsole that’s both propulsive and pillowy was still hard to believe. Now, of course, doing both is the norm and Hoka has proved influential across the entire running industry.

Hoka hasn’t waded into its past much, likely because its past doesn’t run very far and the progress it’s made in such a short time. Although all of its technologies remain intact, the Stinson Evo could do well in the lifestyle space, which is clearly the goal with the sneaker releasing in boutiques such as Extra Butter and Sneakersnstuff. Hoka is even embracing sneakerhead nomenclature by labeling the shoe’s rerelease as “OG.” Given that its shape was more innovative dozen years ago, the shoe could also be more comfortable than some of its retro peers.

The Hoka Stinson Evo is out Thursday, August 1, through select third-party retailers. Pricing is set at $175.

About the Author:

Ian Servantes is a Senior News Editor for Footwear News specializing in sneaker coverage. He’s previously reported on streetwear and sneakers at Input and Highsnobiety after beginning his career on the pop culture beat. He subscribes to the idea that “ball is life” and doesn’t fuss over his kicks getting dirty.