Hoka footwear is debuting at Academy Sports + Outdoors, with analysts projecting the brand could reach $100 million in sales for the retailer by 2030.
Key facts
- •The Hoka pilot launch includes stores in Arkansas, Georgia, Louisiana, and Texas.
- •Academy expanded its Jordan Brand presence to 200 stores as of early August 2025.
- •Deckers Brands reported first-quarter fiscal 2027 net sales of $1.02 billion.
- •Hoka net sales for the first quarter of fiscal 2027 reached $703.5 million.
- •Analysts suggest Hoka could replicate the growth trajectory seen during the Jordan Brand rollout at Academy.
Hoka is launching at Academy Sports + Outdoors this week, beginning with a pilot program across Arkansas, Georgia, Louisiana, and Texas. Jefferies analyst Jonathan Matuszewski projects that if the initial rollout succeeds, Hoka could become a $100 million-plus brand for the retailer by 2030. The brand is being introduced as part of Academy’s strategy to expand its premium footwear offerings.
By the numbers
Pilot Program and Growth Potential
The pilot launch includes both online availability and select physical stores. According to Matuszewski, Hoka is one of the most requested brands among Academy customers. The analyst suggests that Hoka could drive incremental traffic and increase the retailer's average selling price, though he noted this growth might impact sales of existing brands like Nike, Brooks, and Asics. The $100 million projection is based on a potential mid-to-high single-digit percentage share of Academy’s footwear category and excludes additional revenue from nationwide online sales.
Strategic Footwear Expansion
Academy has been actively diversifying its footwear assortment to attract premium-level customers. Chief merchandising officer Matt McCabe noted that the retailer has recently expanded its offerings with brands such as Birkenstock, New Balance, and Adidas. This strategy follows the successful integration of the Jordan Brand, which is now featured in 200 Academy stores. Matuszewski believes that if Hoka performs well, it could serve as a 'calling card' for Academy to attract other high-growth brands.
Deckers Brands Financial Performance
Hoka’s parent company, Deckers Brands, reported strong financial results for the first quarter of fiscal 2027. Net sales for the company rose 5.7 percent to $1.02 billion, with Hoka leading the growth as its net sales increased 7.7 percent to $703.5 million. The company's diluted earnings per share of 94 cents surpassed Wall Street expectations, which had ranged from 83 cents to 92 cents.
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This article was independently rewritten by ManyPress editorial AI from reporting originally published by WWD.
