Diary of a Brand: Hoka

updated 1mo ago

In 2012, Deckers acquired Hoka One (running shoes) for approximately $1.1 million. At the time, Hoka had less than $3 million in sales. In 2022, Hoka did $1BN in sales.
sari added
It details Nike's transition from a brand-driven demand creation engine to a data-driven performance DTC model that relied primarily on sales on Nike.com.

The results?

After the release of Nike's Q2 2024 financial results, they lost 25B in market cap in a day, and shares hit their lowest since 2018. Decling -32% since the beginning of 2024. Ouch.

Here... See more
from Tweet by Gregory Kennedy
Rachel added
Easy to measure =/= effective (!)
If Nike announced that they were opening a hotel, you’d have a pretty good guess about what it would be like. But if Hyatt announced that they were going to start making shoes, you would have NO IDEA WHATSOEVER what those shoes would be like. That’s because Nike owns a brand and Hyatt simply owns real estate.
from The Elegance of Nothing
and added

from Tweet by Gregory Kennedy