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.

It’s still summer, but Ugg is getting ready to usher in one of its busiest times of year with the introduction of its latest campaign.

In the latest edition of its “Feels Like Ugg” marketing series, the Deckers-owned footwear company has tapped a diverse cast of creatives to showcase the brand’s new fall/winter 2024 collection.

Directed by We Are From L.A., photographed by Samuel Bradley and created in partnership with AKQA, the campaign sees the cast on an energy-filled journey throughout the streets of Seoul, South Korea wearing the brand’s fall/winter 2024 collection.

The campaign takes the cast from creating solo memories to connecting and celebrating each other’s self-expressions including Leah Dou and Young Mazino playing music in a record store, Karabo Poppy Moletsane creating one-of-a kind works of art, Phil Oh photographing Alex Consani and Precious Lee in an impromptu photoshoot and Hanni expressing herself through song.

For Anne Spangenberg, president of Ugg and Koolaburra by Ugg at Deckers Brands, the decision to assemble such an eclectic cast comes from the brand’s desire to create an environment centered around inclusivity.

“I’m excited to continue to celebrate our community,” Spangenberg told FN in an exclusive interview. “As a global lifestyle brand, it’s important to reflect the consumers that we serve. And so, in thinking about the cast, we wanted a group that will bring our consumer that feeling of connection and community, both from a product perspective and also a messaging perspective.”

Speaking of product, Spangenberg said this fall will see an evolution of some of Ugg’s most iconic styles. “This year, we split the platform of our signature Classic boot [into two chunkier pieces], which we call New Heights,” the executive noted. “We will also continue to celebrate the twin seam. The other thing that’s going to be fun this season is the idea of a lot of volume. Whether that’s in height or width, we’re celebrating that as well in a collection we call Pumped.”

Looking closely at some of the shoes seen in the campaign, consumers will discover the New Heights Cozy Clog ($140), the Pumped Slide ($150), the Classic Mini Dipper ($160), the Classic Ultra Mini New Heights ($170), the Classic Twin Seam New Heights ($190), the Classic Mini Pumped Molded ($200), the TrailGazer ($200), the Neumel High Weather Hybrid ($210) and the New Heights Platform Xtra ($280).

This fall, the brand will host a series of activations and events where participants can express themselves and connect with others. The brand’s social-first activation and in-store events will kick off Sept. 21. Later this year, Ugg will open the next rendition of its global Feel House, a ten-day multi-sensory community retail space. Further details on events and activations to be announced in the coming weeks.

This campaign comes as Ugg, along with Hoka, continue to drive winning results at Deckers Brands. In July, Deckers reported net sales in the first quarter of 2025 increased 21.1 percent to $825.3 million compared to $675.8 million the same time last year.  At Ugg specifically, net sales increased 14 percent to $223.0 million, up from $195.5 million the same time last year.

The reason behind Ugg’s momentum? Spangenberg told FN that she believes it all comes back to community. “The brand really resonates with consumers as we think about what we stand for, and most importantly, what we celebrate in our consumers – and that is self-expression,” she said.

Looking ahead, Spangenberg said the brand still has opportunity in the men’s space – a segment outgoing Deckers chief executive officer Dave Powers has also pinpointed.

“I never thought that I would say that we were underserving men,” Spangenberg said. “But we’ve got a huge opportunity. I’m very excited and very proud of the work that our team have done to better understand our men’s consumers and the opportunity in that space and to better serve them.”

What’s on deck for the men’s collection? The executive noted new platform silhouettes, updates to the Tasman and a new loafer coming in the spring. “There’s a lot of energy around the men’s styles that we are going to deliver this season, and in the seasons to come,” she added.

Directed by We Are From L.A., photographed by Samuel Bradley and created in partnership with AKQA, the campaign sees the cast on an energy-filled journey throughout the streets of Seoul, South Korea wearing the brand’s fall/winter 2024 collection.

See all of the photos from the new campaign below.

As Hoka continues its winning streak in the first quarter of fiscal 2025, Deckers Brands executives are laser focused on building its wholesale business.

On the company’s first quarter earnings call on Thursday, Deckers Brands’ incoming president and chief executive officer Stefano Caroti dubbed fiscal 2025 “a year of wholesale growth” for Hoka, adding that the star running brand is seeing an expansion of both shelf space and new doors within the segment this year.

Caroti also noted on Thursday that some of the retailers expanding Hoka distribution are Dick’s Sporting Goods, Foot Locker, Intersport in Europe, Top Sport in China, Sport Chek in Canada and JD Sports in the U.S., Europe and Asia.

Results of this emphasis on growth were already seen in the first quarter, with Hoka bringing in $333 million in wholesale sales in the period, a 27.7 percent increase from the same time last year. Overall net sales at Hoka in the period were $545.2 million, up 29.7 percent from $420.5 million in Q1 2024.

Outgoing president and CEO Dave Powers added on Thursday’s call that Q1’s wholesale growth was mostly due to the brand refilling inventory in the channel and continuing to see high levels of full price sell-through.

“Part of our approach to building Hoka brand awareness is through expanded points of distribution with key partners,” Powers said. “During the quarter, we added strategic doors with select partners around the world, which contributed to Hoka wholesale growth in the quarter. We also continued adding shelf space and gaining market share.”

Overall, Powers said that Hoka’s performance in the quarter was driven by the brand’s “compelling product assortment,” including new launches, which experienced strong demand across the brand’s global marketplace.

“More specifically, top styles like the Clifton and Bondi continued to experience healthy growth,” Powers said. “Emerging franchises like the Mach, Transport and Kawana drove outsized gains and new styles like the Skyward X, Cielo X1 and Skyflow brought incremental volume and attention to the brand through segmentation and greater innovation.”

The Clifton and Bondi models remain the leading franchises for Hoka, Powers added. “The brand continues to build demand for these popular franchises through distribution segmentation as the introduction of model updates increasingly allow for differentiation of key partners to satisfy incremental demand and limited-edition lifestyle treatments and collaborations that regularly sell out offering unique versions of these hero styles,” he said.

This comes as Deckers Brands reported net sales in the first quarter of 2025 increased 21.1 percent to $825.3 million compared to $675.8 million the same time last year. Net income in the period was $115.6 million, up from $63.6 million in the same quarter last year.

Looking ahead, Deckers is still expecting net sales for the full fiscal year 2025 to increase approximately 10 percent to $4.7 billion, with diluted earnings per share expected to be in the range of $29.75 to $30.65.

Shares for Deckers Brands were up over 8 percent in after-hours trading on Thursday as the company continues to see robust sales from Hoka and Ugg.

The Goleta, Calif.-based footwear company reported net sales in the first quarter of 2025 increased 21.1 percent to $825.3 million compared to $675.8 million the same time last year. Net income in the period was $115.6 million, up from $63.6 million in the same quarter last year.

Deckers also saw a bump in its direct-to-consumer channel, reporting an increase of 24 percent to $310.6 million compared to $250.4 million in Q1 of fiscal 2024. Wholesale net sales for Q1 were up 21 percent to $514.8 million compared to $425.4 million the same time last year.

By brand, Hoka saw the largest increase in sales in the first quarter, reporting a 29.7 percent rise to $545.2 million compared to $420.5 million in Q1 2024. Ugg also continued its winning streak in the period, posting net sales of $223.0 million, a 14 percent increase from $195.5 million last year.

Teva and Sanuk did not fare as well this quarter. In Q1, Teva saw a 4.3 percent decline in net sales $46.3 million compared to $48.4 million the same time last year. Sanuk reported a 28.4 percent drop in net sales to $6.9 million in the period compared to $9.6 million last year.

And interestingly, the company’s other brands division, primarily composed of Koolaburra, reported net sales increased 123.5 percent to $4.0 million compared to $1.8 million the same time last year.

Outgoing president and chief executive officer Dave Powers passed the baton to his successor in a statement on Thursday. “As this is my last quarter to report as CEO, I am pleased to share these strong results to kick-off fiscal year 2025,” Powers said. “Hoka and Ugg continue to drive robust full-price demand in the global marketplace by delivering compelling product that consumers love. Deckers has an exciting future ahead as Stefano transitions into his new role as CEO next week.”

At the same time, incoming president and CEO Stefano Caroti added his enthusiasm for taking over the reins at the company, stating that fiscal year 2025 is “off to a great start.”

“I’m excited by the opportunity to now lead Deckers and its iconic brands, with the support of our talented teams that remain focused on the long-term opportunities ahead for this great company,” Caroti said.

In its earnings release on Thursday, Deckers noted that it has entered into an agreement to divest the Sanuk brand, which is expected to close in August 2024. No other details were provided at the time of this story, but the notice follows the company’s announcement in October that it was seeking to divest the label.

In October, Powers told analysts that the decision to divest Sanuk was tough both “emotionally and financially,” but that the brand deserves “a good home” and someone who can “make it a priority” instead of being the fourth and fifth brand in Deckers portfolio. “I think it’s the best thing for the company and the brand to do this,” the exec said at the time.

Looking ahead, Deckers is still expecting net sales for the full fiscal year 2025 to increase approximately 10 percent to $4.7 billion, with diluted earnings per share expected to be in the range of $29.75 to $30.65.

Hoka president Robin Green has two aces up her sleeve when it comes to leadership skills. For one thing, she’s a footwear industry veteran whose resume includes a 17-year stint at Nike, culminating in her role as global vice president and general manager of men’s running and fitness. And on top of that, her background as a seasoned trail running athlete has translated to unique skills in the business and leadership world.

“Trail running has taught me humility, resilience and the importance of authentic positivity — building up not only yourself but others as well,” said Green, who joined Deckers Brands in February as president of Hoka and who spends her downtime running trails throughout the Western U.S. “It has also taught me discipline and focus. There have been so many times I didn’t want to get in a long training run or wanted to stop during a race, but had to dig deep, sticking to the commitment I set forth to accomplish. This is a perspective that I have also translated to difficult times in my career.”

Green added that her experience playing soccer also contributed to her deeply held values of teamwork and community, something she seeks to foster by mentoring other people in the industry.

“Forming meaningful relationships with others across teams and organizations, especially when you have the opportunity to shape someone else’s growth and eventual success, is something that has been very important throughout my career,” she said. “It is truly where I get a lot of energy and inspiration as I take on this new role at Hoka.”

A version of this article appeared in the June 3 print issue of FN, as part of the “Women Who Rock” special section. On June 5, FN and Two Ten Footwear Foundation honored these women at a live event in New York City.

The topic of innovation is top of mind in the performance running shoe market – especially if you ask Nike, which has been widely criticized for having a lackluster product pipeline by analysts and the Street in recent months.

But for Deckers chief executive officer Dave Powers, this isn’t an issue for its star running brand Hoka. Indeed, on the product front, Hoka is driving growth and consumer acquisition through innovative updates and new introductions across a diverse assortment of footwear.

Powers told analysts on the company’s fourth quarter earnings call on Thursday that Hoka’s fiscal year 2024 performance was primarily driven by road running favorites like the Clifton and Bondi franchises, stability staples like the Arahi and Gaviota, both of which received updates during the year, trail conquers like the Speedgoat, Challenger and Stinson franchises and everyday performance lifestyle shoes like the Transport, Solimar and the Kawana.

“We expect these styles will continue to contribute to the growth of Hoka moving forward but are also really excited about the brand’s ongoing efforts to constantly infuse new innovations into the product assortment,” Powers said.

“Innovation is the Hoka brand’s top priority, continuing to develop groundbreaking products that energize consumers around the world,” the soon-to-be retired CEO continued. “We are fortunate to have a phenomenal roster of Hoka athletes, who we will continue partnering with to drive greater athlete enhanced innovations into our most pinnacle products while also further developing the assortment to segment and differentiate Hoka distribution as we continue to scale. The recently launched Skyward X is the perfect example of new product innovation that benefits our segmentation efforts. This all-new style was developed as our first carbon-plated shoe that is designed for everyday runs with maximum cushion.”

Looking ahead, Powers noted that the company is “methodically” widening Hoka’s distribution over the next year. “We intend to selectively expand our distribution with key partners while carefully monitoring the productivity of those doors,” he said.

This comes as Deckers wrapped up fiscal 2024 on a high note, with net sales increasing 18.2 percent to a record $4.288 billion for the year. At Hoka, the company reported that the brand’s net sales in fiscal 2024 rose 27.9 percent to $1.807 billion, up from $1.413 billion in 2023.

As for fiscal 2025, Deckers is optimistic that Hoka will remain the main driver of growth across the company. The company said that it expects Hoka’s net sales to increase 20 percent over fiscal 2024 next year through consumer acquisition and retention gains in its direct-to-consumer channel, expanding strategically through key partners while maintaining disciplined marketplace management and maintaining a dedicated focus on growing awareness and market share internationally.

Company-wide, Deckers is expecting net sales for fiscal 2025 to increase approximately 10 percent to $4.7 billion, with diluted earnings per share expected to be in the range of $29.50 to $30.00.

Shares for Deckers Brands were up over 8 percent in after-hours trading on Thursday as the footwear company wrapped up fiscal 2024 on a high note.

The Goleta, Calif.-based footwear company reported net sales in the fourth quarter of 2024 increased 21.2 percent to $959.8 million compared to $791.6 million the same time last year. Net income in the period was $127.5 million, up from $91.8 million in the same quarter last year.

Deckers also saw a bump in its direct-to-consumer channel, reporting an increase of 21 percent to $415.2 million compared to $343.1 million in Q4 of fiscal 2023. Wholesale net sales for Q4 were up 21.4 percent to $544.6 million compared to $448.4 million the same time last year.

By brand, Hoka saw the largest increase in sales in the fourth quarter, reporting a 34 percent rise to $533.0 million compared to $397.7 million in Q4 2023. Ugg also continued its winning streak in the period, posting net sales of $361.3 million, a 14.9 percent increase from $314.3 million last year.

Teva and Sanuk, the latter of which the company announced plans to divest late last year, did not fare as well this quarter. In Q4, Teva saw a 15.6 percent decline in net sales to $53.0 million compared to $62.8 million the same time last year. Sanuk reported a 39.1 percent drop in net sales to $6.5 million in the period compared to $10.7 million last year. Other brands division, primarily composed of Koolaburra, reported net sales were approximately flat at $6.0 million in Q4.

As far as the full fiscal year 2024, Deckers reported net sales increased 18.2 percent to $4.288 billion compared to $3.627 billion in fiscal 2023. Net income for the year was $759.6 million, up from $516.8 million last year.

By channel, Deckers’ direct-to-consumer saw net sales increase 26.5 percent in fiscal 2024 to $1.855 billion compared to $1.467 billion the prior year. Wholesale net sales for the year were up 12.6 percent to $2.432 billion compared to $2.161 billion in 2023.

Hoka came out on top again for the year, with net sales in fiscal 2024 of $1.807 billion, a 27.9 percent increase from $1.413 billion in 2023. Ugg also saw its net sales for the year increase by 16.1 percent to $2.239 billion compared to $1.929 billion the prior year. Also on the positive side for the year, Deckers’ other brands division, primarily composed of Koolaburra, saw net sales up 5.9 percent to $67.9 million compared to $64.1 million.

Teva wrapped up the year down 18.9 percent to $148.5 million compared to $183.1 million, while Sanuk reported a 33.0 drop in net sales in 2024 to $25.4 million compared to $38.0 million last year.

Deckers president and chief executive officer Dave Powers said in a statement on Thursday that this year’s performance reflects a “continued dedication” to maintain “exceptional levels” of profitability as the company’s brands scale. “Hoka and Ugg remain two of the most admired and well-positioned brands in the marketplace, each with a robust innovation product pipeline designed to win with global consumers,” Powers noted. “Looking forward, our talented teams are highly motivated to continue driving towards the long-term opportunities of these iconic brands.”

As far as fiscal 2025, Deckers is expecting net sales for the year to increase approximately 10 percent to $4.7 billion, with diluted earnings per share expected to be in the range of $29.50 to $30.00.

Ugg has reached its goal to support one million acres of grasslands across 80 sheep farms in Australia.

According to the Deckers Brands-owned footwear company, the milestone comes a year ahead of schedule and only four years after the brand established a long-term partnership with Land to Market and Savory Institute to support regenerative agriculture.

“Ugg has set the bar and provided a pathway for true stewardship – not just sourcing regeneratively, but actively engaging in the hands-on work of land regeneration,” David Rizzo, co-chief executive officer of Land to Market, said in a statement. “Their commitment to sourcing verified regenerative raw materials is matched only by their dedication to rolling up their sleeves and directly impacting land health.”

This partnership started in 2021 when Ugg established a $3.3 million grant with the Savory Institute. The grants were used to develop programs that work to protect and reverse environmental degradation through agriculture aimed at restoring soil, encouraging wildlife diversity, capturing carbon in the ground, and improving land health for future generations. Aside from connecting brands with raw materials coming from verified land bases, the program also provides innovative tools and curricula to land managers working to be verified.

In October 2022, Ugg launched its first product featuring materials that originate from land being managed through regenerative farming practices. The Ugg Classic Mini Regenerate featured materials that originate from farms that practice regenerative agriculture. Shortly thereafter, in January 2023, Ugg released the Tasman Regenerative. Both styles were met with positive feedback from consumers and sold out shortly after their release evidencing consumer’s desire for more mindful products. The most recent Regenerated by Ugg collection launched in January with a Tasman and an Ultra Mini boot.

In its most recent “Creating Change” report released in November, Ugg parent company Deckers said that 42.27 percent of all cotton fibers used in its footwear was sourced from a sustainable cotton growing scheme, or are made of recycled materials, in 2023.

Deckers also noted in the report that it is looking to increasing its use of leather and suede sourced from farms that practice regenerative agriculture. In fact, of the approximately 45.77 million-sq.-ft. of leather and suede used in its products, 15,700-sq.-ft. was sourced from farms practicing regenerative agriculture.

“We are committed to ensuring that all cotton used in our products is either recycled or sourced from farms that utilize sustainable crop growing practices by 2025,” the company said in the report. “Our vision is to support the evolution of the Australian sheep farming industry, where the vast majority of our sheepskin for Ugg is sourced. Our hope is that this commitment will also allow regenerative sheepskin to reach the scale needed for use in our products.”