Deckers Brands, the powerhouse behind UGG and HOKA, is preparing to launch an all-new “super sneaker” brand that promises to combine cutting-edge performance technology with stylish, all-day wearability. This exciting development comes as the company celebrates its biggest quarter ever, driven by the continued success of its existing stars.
Deckers Brands CEO Dave Powers first hinted at this new venture in October, and during the recent third-quarter earnings call, he offered more details, piquing the interest of analysts and sneaker enthusiasts alike.
“We’re calling this a ‘super sneaker brand,'” Powers explained, emphasizing its sophisticated design and focus on all-day comfort. “Think elevated style with performance technology you’d expect in a running shoe.”
You might also like:
While the official name remains under wraps for now, Powers did reveal some intriguing tidbits about what sneakerheads can expect. Imagine shoes with carbon plates, innovative foams, modern materials and clean lines – all wrapped up in a package that exceeds the $200 price point.
This “super sneaker” brand is inspired by Deckers X Labs, an innovation hub created to cultivate breakthrough ideas across the company’s portfolio. Powers explains, “The Deckers Lab has been quietly driving innovation for UGG and HOKA, and soon for Teva. This new brand is another exciting result of this initiative.”
The move underscores Deckers Brands‘ ambition to expand its reach beyond the success of Hoka. “We see an emerging space in the sneaker market and we want to be a part of it,” said Powers. “This brand combines the best of Hoka and Ugg, leveraging our experiences and strengths.“
