The brand is expected to diversify its price points next year with both a new lower-cost shoe and a premium silhouette.

Even though the brand is not discounting, Hoka is finally feeling pressure from the promotional activity hitting the athletic shoe market.

According to Stefano Caroti, president and chief executive officer of Hoka parent Deckers Brands, promotional activity increased throughout the second quarter, particularly in athletic footwear. This weighed on the company’s U.S. e-commerce performance as it worked to maintain its full-price selling strategy, the CEO noted.

“We also observed two shifts in consumer behavior,” Caroti told analysts on the company’s second quarter 2027 earnings call on Thursday. “Consumers increasingly seeking discounts, concentrating traffic around promotional events, and consumers becoming more purposeful in their spending and prioritizing products with immediate relevance and utility.”

Across the business, Hoka’s core franchises performed well, led by Bondi, Caroti noted on the call. The introduction of Clifton Pro, a well-received extension of the Clifton franchise, also contributed to that success.

However, feedback from consumers and wholesale partners indicated that some other franchise updates in calendar year 2026 “did not resonate as well,” the CEO explained.

Asked further by an analyst on Thursday’s call about which styles didn’t meet expectations, Caroti noted that sales for the Transport, Kawana and Solimar styles “didn’t go as planned” in the quarter. Instead, Hoka found success with the Speedgoat 7, Arahi 9 and Stinson 8 models, which are “doing very well across the marketplace,” he said.

“This feedback highlights where we have an opportunity to improve for future seasons, starting with spring 2027,” Caroti added.

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