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As recent CivicScience data show, a growing number of consumers are entering the athletic shoe category this spring, driving purchase frequency to a new high and intensifying competition across the space. While legacy brands like Nike and Adidas continue to lead in overall purchasing intent, HOKA stands out with the largest year-over-year gains. That momentum is reinforced by the brand’s most recent earnings report, which shows 18% revenue growth since last year.
Mapping the Expansion of HOKA Purchase Intent
CivicScience data show HOKA’s rising momentum is translating into broad appeal across several key audiences. Purchase intent is now nearly identical across gender and income groups, with men and women – as well as consumers earning above and below $75K – equally likely to say they plan to purchase the brand (around 21%-22%). This parity signals increasingly widespread demand rather than concentration within a single segment.
At the same time, differences emerge by age. Consumers aged 18-44 are significantly more likely to plan a purchase (31%) than those aged 45+ (13%). Still, intent among older consumers has steadily increased since 2020, including a near 50% increase since 2023, pointing to a gradual expansion beyond HOKA’s core younger audience.
A Customer Base Tuned Into Major Sporting Moments
CivicScience data also suggest that HOKA’s evolving consumer base presents a unique opportunity to activate around major sporting events.
Among HOKA intenders, 36% say they are ‘very’ likely to watch the 2026 FIFA World Cup, with another 41% ‘somewhat’ likely to tune in. Compared to intenders of other athletic shoe brands, HOKA customers are significantly more likely to follow the event — outpacing all other brands studied by at least five percentage points and exceeding an official 2026 FIFA World Cup sponsor, Adidas, by 12 points.
This heightened interest highlights an opportunity for HOKA to align with high-profile sporting moments and reach an already engaged audience.
What’s Next: Consumer Signals to Watch
Beyond major sporting events, consumer-declared data from CivicScience reveal several key patterns in how HOKA intenders shop, spend, and make purchasing decisions:
- High purchase frequency: Nearly half (46%) of HOKA intenders say they buy new athletic shoes at least two to three times per year, compared to 27% of the Gen Pop.
- Local retailer preference: HOKA intenders are more likely to purchase athletic apparel and footwear from local retailers (23% vs. 18% of the Gen Pop), followed by big box stores (21%) and chain specialty stores (21%). In contrast, the average consumer is more likely to shop online, suggesting potential HOKA customers may place greater value on in-person shopping experiences.
- AI decision-making: HOKA intenders are roughly 20 points more likely than the Gen Pop to use AI tools for product research and purchase decisions.
- Beyond performance wear: Among apparel buyers, HOKA intenders are eight points more likely than the Gen Pop to purchase dressier items (e.g., dress shirt, dress, skirt), signaling crossover between performance and lifestyle.
- Sports streaming: HOKA intenders are more likely than the Gen Pop to hold streaming subscriptions specifically to watch sports — and to hold multiple sports-focused subscriptions. While the average American is more likely to report canceling their subscription after the sports season ends, HOKA intenders are about 2X as likely to keep it year-round.
HOKA’s growth reflects a brand that is expanding its reach while deepening engagement with consumers. From strong alignment with major sporting moments to a highly active and digitally engaged audience, the brand has multiple opportunities to convert and connect with its already interested audience.
