After accelerating its development thanks to product innovation and an ever more assertive presence in running, HOKA is now tackling another growth lever: loyalty. The Deckers Brands group brand launched on July 13 its first loyalty program in three major European markets, France, the United Kingdom and Germany. An initiative which reflects the desire to strengthen the link with its community while developing its direct sales channels.
Free and accessible to all, this program is based on a principle that is now essential in sports retail: rewarding commitment rather than just the act of purchasing. Members will accumulate benefits by making purchases on HOKA.com or in the brand’s stores, but also by participating in different challenges offered throughout the year. As they progress, they will gain access to exclusive rewards, early product launches and members-only experiences.
The community at the heart of the system
To support this launch, HOKA is relying on particularly clever mechanics. From July 20, the brand will launch its first Strava challenge, called “Run It Again”, in reference to the new Clifton Pro. Until August 13, participants will have to meet several weekly running objectives, with a gradual increase in training volumes.
Runners who complete the entire challenge will automatically be entered into a draw to win twenty Clifton Pro packs including a pair of shoes and a complete outfit. Two of them will also gain a complete experience around the Barcelona Marathon 2027, with transport, accommodation and bib included.
Beyond this summer activation, HOKA plans to integrate its loyalty program into its physical events. Members will be able to unlock one-time rewards, ranging from commercial discounts to free products. A way to further connect digital experiences and field meetings, while enriching customer knowledge.
A strategic lever for direct-to-consumer
The launch of this program comes as all major sports brands are strengthening their investments in direct-to-consumer strategies. In this context, loyalty becomes an essential tool to increase purchasing frequency, improve customer lifetime value and reduce dependence on traditional distribution networks.
At HOKA, this first European deployment is presented as a founding step. The system is expected to be gradually enriched with new markets, new experiences and additional benefits. New registrants will notably benefit from a 10% discount on their first purchase, an industry classic intended to accelerate the recruitment of members.
“At HOKA, we are convinced that running is above all a collective adventure. With this new loyalty program, we want to reward every step of our members’ journey,” explains Guido Geilenkirchen, Vice President & General Manager EMEA of HOKA.
After having built its success on product performance and some of the fastest growth in the running market, HOKA is opening a new project: making its community a real engine of loyalty and long-term value creation.
A.J.
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