Hoka to Open More International Stores, Focus on Innovation as It ‘Further Elevates’ Positioning

May 22, 2026

Deckers is signaling that HOKA and UGG still have room to grow, but the company is shifting the story from rapid expansion to a more durable, long-term plan. The focus is on keeping both brands strong through product innovation, broader distribution, and international growth rather than relying only on outsized U.S. momentum.

The article frames investor debate around whether HOKA’s running-shoe boom can keep compounding and whether UGG can stay relevant beyond its seasonal spikes. Analysts appear split: some see continued brand strength and margin support, while others worry growth is normalizing after a long run of strong results.

For Deckers, the key takeaway is that management wants investors to view HOKA and UGG as long-term brand platforms, not short-term fashion stories. That means the company is balancing growth with profitability, trying to prove that both labels can keep contributing even if the pace slows from their peak years. WWD