How Hoka Built a Billion-Dollar Shoe Brand

What this episode covers

Why did a strange-looking running shoe with giant foam soles become a billion-dollar brand?This week on Ecommerce on Tap, Aaron Alpeter and Mark Riskowitz break down the story of Hoka—from its origins in the French Alps to becoming one of the fastest-growing footwear brands in the world.We cover:• Why Hoka ignored industry trends• The biomechanics behind running shoes• Manufacturing challenges most consumers never see• Why founders sometimes need to leave incumbents• How Deckers scaled Hoka into a powerhouse

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Frequently Asked Questions

How long is this episode of Ecommerce On Tap?

This episode is 46 minutes long.

When was this Ecommerce On Tap episode published?

This episode was published on May 26, 2026.

What is this episode about?

Why did a strange-looking running shoe with giant foam soles become a billion-dollar brand?This week on Ecommerce on Tap, Aaron Alpeter and Mark Riskowitz break down the story of Hoka—from its origins in the French Alps to becoming one of the...

Can I download this Ecommerce On Tap episode?

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