Footwear Insight

HOKA ONE ONE, one of the fastest growing running shoe brands in the world, is looking to replicate its distribution and success within the run specialty channel and bring it to specialty independent. "While our heritage is performance trail and road running," says Lori Dalaker, national sales manager for specialty independent at HOKA ONE ONE, "we have evolved into a brand that not only resonates with runners but now has gained the attention of everyday consumers looking for unbelievable comfort. The HOKA range includes not only performance running shoes but also footwear aimed at hiking, walking and lifestyle, all of which have HOKA DNA that consumers have come to love." Dalaker says that "the brand is really resonating in the specialty independent channel" and continues to experience tremendous growth in all channels. "With increased target marketing and channel focus, the specialty independent consumer is now seeking out the brand," she says. A division of Deckers Brands, HOKA ONE ONE is looking to partner with specialty independent retailers that are what Dalaker calls "the right æt Q those who provide a fullOservice environment and that educate and engage with customers. We have clean distribution across all channels, and our goal is to continue building awareness through the best strategic partners." HOKA ONE ONE, based in Goleta, Calif., will be developing new models specifically for the specialty independent channel, introducing the first styles in spring 2019. "There will be new offerings to reach a broader market, but our performance and comfort story will remain paramount," she says. "We will continue to create innovative product and drive demand with consistent messaging and impactful storytelling." Interested retailers should contact Lori at lori.dalaker@deckers.com to learn more about opportunities with HOKA ONE ONE. The HOKA ONE ONE Partnership e Dedicated channel leadership and sales team e nOmarket support, with marketing initiatives to include trunk shows, geoOtargeting, inOstore displays and national æeld service team e roduct and marketing teams, creating and delivering innovative solutions e pecialtyOonly distributionC no Ama>on direct or authori>ed selling e edical initiative driven by dedicated inOhouse resource Meet Our National Sales Manager Lori Dalaker is the first HOKA ONE ONE national sales manager for the specialty independent channel. he .oined the brand in 2017 to drive continued growth within the channel. he brings over 2 years of experience to the role, having worked with some of the most recogni>able brands in the industry. "tTs exciting to be with HOKA ONE ONE right now," she says. " feel fortunate every day to work with this team that is passionate about the brand and increasing our awareness. Consumers are discovering HOKA somewhat organically, and the momentum is electric. ADVER TISEMENT HOKA ONE ONE Reinforces Commitment To Specialty Independent Channel

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