Supporting HOKA in becoming the fastest-growing footwear brand

Over our 7-year strong relationship with HOKA (part of the Deckers Group), we've been driving effective affiliate programmes that have delivered high-impact growth year-on-year.

The challenge

Demand for HOKA’s high-performance footwear was at an all-high time and digital performance across the board was strong. 

Over a 7-year relationship we had established an effective affiliate programme driving YoY growth for HOKA across the UK, France, Germany and the Netherlands. But how could we capitalise even further on growing brand recognition and reach new customers?

The solution

In 2023, we approached affiliate marketing in a different way to make even greater gains. 

We diversified the affiliate mix, strategically pivoted away from incentive activity, and recruited more partnerships than ever before – all while aligning with HOKA’s new product launches and commercial objectives.

Leveraging influencer partnerships

HOKA’s brand team had planned some high impact brand activations, including sponsorship of the Ultra-Trail du Mont-Blanc - a mountain ultramarathon race and the most competitive trail in the world.  

To drive further visibility and sales around the event, we saw an opportunity to run tactical influencer activity. We selected Run’IX and Camino TV, which between them had a 700k+ following on Instagram and provided the perfect partnership opportunity. 

Underpinned by commission-based performance incentives, our selected partners curated and published content around the live event, generating an uplift in traffic to-site and a spike in sales.

The results

+73% revenue growth YoY

Germany led the way at +117% YoY

8.49% revenue contribution

from affiliates (up from 7.67% the previous year)

73 new publishers recruited

driving additional revenue YoY

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