Chasing Runners High: The Rise of HOKA and On

The athletic footwear industry has laced up its shoes and sprinted into a new era, transforming a pandemic-driven surge into a bustling marketplace. While the overall gym-based landscape grappled with challenges, running emerged as the go-to escape, with trail running taking a particularly grand leap. As we’re soon past the character-building dark and cold evening runs, entering a time of – perhaps somewhat more enjoyable warmer workouts – let’s take a look at the remarkable entrance of HOKA and On in the running space.

• Industry growth: The running industry has experienced a significant boom, especially post-pandemic, with brands like Hoka and On leading the market transformation with innovative technologies and designs.

• Product innovation: Hoka and On have revolutionized running footwear with unique features – Hoka's oversized midsoles offer unmatched cushioning, while On's CloudTec technology provides a cloud-like running experience.

• Market positioning: Both brands have successfully carved out their niches, appealing to a wide range of runners by combining high-performance technology with stylish design, thereby establishing a strong presence in the running community.

• Future prospects: The running gear sector continues to evolve, with these brands driving innovation and growth, indicating a promising road ahead for the industry, fueled by ongoing advancements and the enduring popularity of running.

Running isn’t just about putting one foot in front of the other; it’s about doing it with comfort, efficiency, and according to many most importantly, in style. The gear market is booming, blending high-tech with comfort. Think of moisture-wicking wonders, compression gear that hugs you just right, and shoes making you feel like you’re bouncing clouds. This sector is so diversified that whether you’re a marathoner, trailblazer, or someone who just likes a leisurely jog, there’s something out there that fits you just right.

Following the last few years’ running boom, there’s two brands that’ve likely passed your radar whether you like them or not. We’re obviously talking about HOKA (owned by Deckers’ Outdoor), and On.

HOKA, established in France and now celebrated globally, has redefined the running shoe industry with its maximalist design philosophy. Renowned for their oversized midsoles, HOKA’s shoes offer unparalleled cushioning, attracting a diverse range of runners seeking both comfort and performance. Their product line includes lightweight trainers, racing shoes, and track spikes, leading to a strong following among both professional athletes and weekend warriors in recent years.

HOKA: The growth engine in Deckers Brands' shoe empire

HOKA: The growth engine in Deckers Brands' shoe empire

At the other end of the spectrum is On. Born in the Swiss Alps, this company has swiftly climbed to prominence with its distinctive CloudTec technology, known for providing a sensation akin to running on clouds. This patented technology ensures a blend of soft landings and explosive take-offs, propelling On to become one of the world’s fastest-growing running brands.

Both HOKA and On have carved out their niches by focusing on unique selling propositions that appeal to modern runners, blending innovative technology with style and performance to create a new era in running footwear. Let’s take a closer look at the remarkable revenue growth of the two brands.

The running industry is continuously evolving. New brands and technologies are entering the race, each bringing its own flavor to the running feast. From high-tech fitness trackers dissecting every stride to the simplest shoes connecting you to the road, the industry is in a constant state of motion. Of course, propelled by our undying love for the run.