HOKA in China has grown rapidly since entering the market in 2017. HOKA was originally founded to solve the problem of trail runners struggling with downhill comfort. Since then, it has expanded far beyond its niche roots to become one of the world’s fastest-growing performance footwear brands.
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In China, where consumers often seek out niche brands to express individuality and refined taste, HOKA initially attracted a loyal following. Building on this foundation, the brand is now trying to reposition itself as the “One Shoe for All Occasions,” aiming to capture the broader middle-class market.
HOKA’s expansion is increasingly driven by overseas demand rather than its domestic base. In fiscal year 2025, HOKA’s international net sales rose 26.3% to USD 1.8 billion, more than double the growth rate of its U.S. home market at 11.3%.
China is central to HOKA’s shift. As Marco Ellerker, President of Global Marketplace at Deckers Brands, noted, HOKA in China has the potential to shape its position across the Asia-Pacific region due to China’s market size, rising sports industry, and current athleisure trend among youth. ‘We have set high growth targets for HOKA in China”, Ellerker states during an interview.
Still, HOKA is navigating an intensifying competitive landscape. On platforms such as Xiaohongshu (also known as RedNote), consumers frequently compare it with peers like On and Salomon, which occupy a similar premium performance niche. At the same time, industry giants like Nike, Adidas, and Asics continue to invest heavily in running-focused marketing, raising the bar for all players.
Source: Xiaohongshu, Viral post comparing running shoe brands
HOKA’s China entry: Technology plus performance credibility
Since its entrance in China, HOKA has been targeting a growing community of serious running enthusiasts who value innovation and performance. HOKA’s bold and loud emphasis on the technical cushioning and feather-light build sets make it stand out in the crowded sneaker marketplace dominated by Nike, Adidas, and domestic players.
Carried by the booming trail running industry
As a brand born from the sport of trail running, the timing of HOKA’s entrance into the Chinese market was favorable. China’s running industry has expanded rapidly since HOKA’s entrance. There were fewer than 10 yearly trail races in China before the year 2013, which grew to 481 in the year 2019. The Chinese Athletics Association reports 699 organized races and more than six million participants in 2023. Despite some setbacks during the pandemic, running events in China are rapidly returning to their glory. China’s running population now surpasses thirty million, providing fertile ground for high-performance footwear.
Sales of HOKA in China grew almost in lockstep with this boom. Global net sales rose from USD 1.41 billion in 2023 to USD 1.81 billion in 2024 and to USD 2.23 billion in 2025. This firm demand among runners and early adopters created both a commercial foundation and brand legitimacy that HOKA could later leverage for broader expansion.
HOKA penetrated the Chinese market to build a loyal consumer base
Source: Xiaohongshu, @HOKA, HOKA’s first Global Experience Center in the world was launched in China
In May 2025, HOKA opened its first three-story global experience center in one of the busiest and expensive streets in Shanghai, which functions less as a traditional store than as a community hub. Much of the space is dedicated to non-retail spaces like gait labs, coaching clinics, and training programs. The center has become a frequent topic on Xiaohongshu and Weibo, generating high engagement among runners. Beyond retail, sponsorships such as the Fly Run Carnival gave HOKA direct access to the country’s most committed trail runners.
These hardcore Chinese trail runners/sport enthusiasts have become a fulcrum for HOKA’s growth in China. These athletes tend to experiment across multiple sports categories and exert significant influence within their peer communities. By securing this niche, HOKA created a powerful leverage point to pivot its image outward, amplifying brand awareness among the country’s broader middle-class market.
HOKA’s strategic expansion in China: From niche brand to mass appeal
HOKA’s shift from niche to mass appeal in China is evident in both sales and retail growth. Since opening its first Chinese store in 2021, the brand has expanded to 100+ stores nationwide (with plans to double to 200 within five years). This offline push complements strong online channels, positioning HOKA to capture broader middle-class demand.
The results are clear: in Q1 FY2026, HOKA’s parent company Deckers’ international revenue surged nearly 50% YoY, with China sales volumes for the Spring/Summer 2025 season more than doubling. Supported by Asia’s projected 10% annual sportswear market growth (2023–2027), HOKA’s rapid retail rollout and surging sales show it is moving beyond niche positioning to mainstream relevance.
HOKA in China seizes middle-class demand for “one shoe for all”
China is home to the world’s largest and fastest-growing middle-class population, surpassing 400 million people in 2017 and projected to exceed 700 million by 2030. This consumer group values products that balance practicality with premium quality—particularly shoes that can transition seamlessly from the office to leisure settings.
In this landscape, Nike and Adidas continue to dominate performance sports and youth-oriented streetwear. Yet, they offer little in the way of shoes that deliver comfort while remaining office-appropriate. Domestic players such as Li-Ning, Anta, and Xtep have built strength around affordability and GuoChao-inspired styles, but their reputations in premium comfort remain limited.
HOKA in China is trying to position itself precisely in this gap. The brand brings the credibility of performance running into the lifestyle arena without losing authenticity. Its designs carry the legitimacy of marathon-tested footwear, yet they are increasingly embraced for commuting, travel, and casual everyday wear.
HOKA’s signature look appeals to the middle class who are into athleisure trends
HOKA aligned itself with the rise of athleisure in China. The Chinese middle class is beginning to value sports and fitness. At the same time, consumers are looking for versatile shoes that can move seamlessly between the office, leisure, and the gym. HOKA positions its designs as both performance-tested and style-forward. Its distinctive chunky soles and bold color palettes stand out. This sets the brand apart from the minimalist sleekness of On Running or the streetwear dominance of Nike and Adidas. The aesthetic not only cemented HOKA’s role in the athleisure wave. It also helped the brand differentiate itself within a crowded market.
HOKA uses design and collaborations to attract Chinese youth
Fashion has also become a lever. HOKA has experimented with collaborations and limited editions with niche but iconic artists, aiming to capture younger consumers who treat sneakers as cultural symbols as much as athletic gear. UGG, another Deckers brand, had once redefined winter footwear by creating a strong cultural identity around comfort and distinct design. HOKA now pursues a similar path, cultivating a unique brand image that blends functionality with fashion relevance.
HOKA’s pricing keeps it in the middle-class comfort zone
Finally, pricing has strengthened HOKA’s positioning in China. With most HOKA models retailing around RMB 1,000, the brand occupies a sweet spot in the premium comfort segment, a comfort “aspirational but attainable” zone for the Chinese middle class.
This combination of retail presence, fashion relevance, and calibrated pricing has enabled HOKA in China to broaden its audience: Gen Z adopts it for style, while middle-aged professionals value it for comfort, together propelling the brand’s expansion beyond its performance roots.
The challenges: How much longer can HOKA’s success last?
Despite its momentum, HOKA faces mounting headwinds
Despite its impressive momentum, HOKA is beginning to face mounting headwinds. Globally, HOKA has already shown signs of a slowdown.
China-specific indicators suggest a similar story. Although the brand continues to enjoy strong recognition among China’s core trail running community, the broader market is becoming increasingly crowded.
Kailas currently leads the Chinese trail running segment with a 34.8% market share compared with HOKA’s 24.6%. Salomon holds 8.8%, and On Running, in particular, has emerged as a formidable rival, reporting a 43% sales surge and raising FY2025 guidance to 28% growth.
In response, HOKA in China has moved aggressively to defend and expand its position. Since 2022, the brand has invested heavily in marketing, tapping celebrity ambassadors such as Bibi Zhou, Wang Shun, and Li Xian to broaden consumer awareness. Campaigns on Weibo have embraced themes like wasteland aesthetics, desert utility, and cyber-retro, designed to capture the attention of younger, trend-driven consumers. At the same time, HOKA has diversified its product line beyond performance running, introducing lifestyle-oriented models like the Speed Loafer and Project Transport to fuse its performance DNA with everyday fashion.
Source: Weibo, @HOKAOneOne, Li Xian becomes HOKA’s new brand ambassador
Ultimately, HOKA’s long-term success in the Chinese market will depend on whether these efforts. Both marketing and product expansion are sufficient to offset slowing growth and sharpen differentiation in China’s hyper-competitive footwear landscape. The brand’s future remains uncertain, but its next steps will be closely watched.
Key takeaways of HOKA’s journey in China
- HOKA entered the Chinese market in 2017, first appealing to trail-running enthusiasts with its highly cushioned, performance-oriented shoes.
- The brand grew alongside China’s booming running industry, with global sales rising from USD 1.41 billion in 2023 to USD 2.23 billion in 2025, supported by strong demand from Chinese consumers.
- Since 2021, HOKA has expanded from its first store to more than 100 nationwide, including a three-story flagship experience center in Shanghai that combines retail, gait labs, and community events.
- HOKA is repositioning itself from a niche running brand to a “one shoe for all occasions” choice for China’s middle class, targeting both Gen Z for style and professionals for comfort.
- Competition in China is fierce, with On, Salomon, Nike, Adidas, and local players challenging its growth, pushing HOKA to invest heavily in ambassadors, lifestyle products, and athleisure-driven marketing.
