Latest / Brand Storytelling with Fexingo: Narrative, Mission, and Stories That Sell
How Hoka One One Rebuilt Running From the Ground Up
Walk into any specialty running store today and you’ll see it: the maximalist shoe that looks like a marshmallow on steroids. Hoka One One was founded in a French mountain village in 2009, laughed at by the industry for its oversized sole, then quietly acquired by Deckers Brands in 2013. By 2021, Hoka was the fastest-growing running brand in America, passing New Balance in specialty retail. In this episode, Lucas and Luna break down the three specific brand decisions that turned Hoka from a niche trail shoe for ultra-marathoners into a mainstream footwear juggernaut: (1) the product paradox…
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