NIKE, Inc. (0QZ6.IL)

Hoka is a frontrunner among footwear brands: Analyst

The footwear industry is garnering attention as companies like Skechers USA (SKX) and Deckers Outdoor (DECK) beat earnings expectations. Wedbush Securities senior equity research analyst specializing in apparel & footwear Tom Nikic joins Market Domination to provide insights into the current footwear landscape. Nikic observes that "the consumer has become more discerning" with the shrinking of pandemic-era savings, inflation's rise, and declines in consumer confidence. As a result, shoppers are becoming more selective in their footwear choices, choosing brands that offer innovation while sidelining others. He highlights Deckers Brands subsidiary Hoka as an example. Nikic notes that the running shoe brand is "incredibly comfortable," prioritizing feel over aesthetics. Initially deemed "an ugly shoe," Hoka has found success by focusing on comfort rather than appearance. Nikic believes this strategy focusing on "what feels great" over what looks good, has propelled the brand's popularity. For more expert insight and the latest market action, click here to watch this full episode of Market Domination. This post was written by Angel Smith