Brooks, Hoka and Saucony Have Big Plans to Conquer the European Running Market

August 14, 2026

Europe‘s opening more doors as it becomes the next growth frontier for some American running brands that are already a hit with the U.S. consumer.

Hoka, for example, has opened doors in Berlin, Milan, and Chamonix in Southeastern France. Deckers president and chief executive officer Stefano Caroti, who previously told investors that Chamonix is the birthplace of the brand, said “EMEA (Europe, Middle East and Africa) delivered robust wholesale sell-through and another quarterly record [in Q2] for reorders,” while international DTC (direct-to-consumer) continued to generate exception revenue growth across Europe.

Caroti said that while the brand has seen some timing differences in Europe, “the demand continues to be robust across all markets.” WOMEN’S WEAR DAILY