Hoka was never the main topic of running conversations, but now the global brand is always just around the corner.
But why? The heart of Hoka has always been a community. They endeavour to build the ultimate running community that is inclusive to all, its a key part of their success. One way they do this is by setting up running clubs all around the world and having communities at each club, each with its own Whats App group. They also strive to make their trainers high-performing shoes for sports and shoes that people always want to wear, no matter their activity.
Hoka’s UK Organic Traffic score has grown by +252% in the last two years, drastically affecting sales. In the last year alone, Hoka’s net global brand sales increased by 34% to $533.8 million (2024) compared to $397.7 million the year before (2023).
Growth has been noted across socials too. Their Instagram following alone has grown +39% since 2022, securing 1.2m brand advocates.
How Hoka Started
Hoka was founded in 2009 by Nicolas Mermoud and Jean-Luc Diard, who previously worked for Salomon. They set out to design a shoe that enabled better performance for faster downhill running.
They created a model with an oversized outsole with more cushion than other running shoes at the time, ensuring it stood out and filling a market gap. The shoes are named after the Māori language phrase meaning “to fly.” Although they had a great idea and successful model, reaching the top of the already saturated industry wasn’t going to be easy. Back then, Nike and Adidas were (and still are) the leading companies in footwear and activewear. HOKA had to be different!
The Secret Behind Hoka’s Ingenious Marketing Strategy
Following its first creation, the company has continued to grow. It runs events worldwide across multiple cities. It mainly uses two types of running events: races (including triathlons, etc.) and running clubs. At the run clubs, Hoka allows you to test different shoes and look around the shop/pop-up. Then, you set out for your run with your fellow Hoka community members. There is even a Whatsapp group where the Hoka community can interact and learn about upcoming events. Real social connection = online social growth for Hoka.
So, what’s the secret of Hoka’s success? Building the ultimate running community. Focusing on real-life social connections through running has led to virtual social growth for Hoka.
You should see some of the comments on an influencer’s post about the Hoka running club experience…
These comments show just how much support the run club gives the Hoka community (and the runners).
So, what are the marketing results?
Organic Social Growth: +39% on Instagram alone in 2 years.
Organic Traffic Growth: +252% in 2 years.
Net Revenue Growth: 34% increase – $533 million (2024) compared to $397.7 million (2022).
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