Hoka One One picks OMD as media agency of record in China

Running-shoe brand Hoka One One has appointed OMD as its media agency of record in China, following a competitive pitch process that concluded in July. 

Hoka, the high-performance footwear brand owned by Deckers Brands, picked OMD after a pitch that involved heavyweights such as UM, Dentsu, and Publicis.

OMD's appointment was confirmed by Connie Chan, CEO of OMD China, who stated: "We are thrilled to kickstart this partnership with Hoka. As a market leader, Hoka’s distinctive brand aligns with our expertise in harnessing the sporting spirit. We look forward to elevating Hoka’s brand story and helping them achieve greater success in the Chinese market."

French running shoe brand Hoka, known for its signature thick soles, was founded in 2009 and entered mainland China in 2017. It has recently gained significant traction, particularly due to the Urbancore fashion trend on platforms like Xiaohongshu (Red). 

The brand is now aggressively expanding in Asia, with over 120 points of sale in Hong Kong itself and plans for further retail growth. Hoka has opened its first two exclusive retail stores in Hong Kong’s prime shopping districts, Causeway Bay and Mong Kok.

Hoka’s expansion aligns with the anticipated 10% growth in Asia’s sportswear market between 2023 and 2027, outpacing the company's global growth average. Besides UGG, parent company, Deckers Brands also owns other labels such as Teva and Sanuk.