Academy Sports Added Hoka to Footwear Mix

The retailer is rolling out Hoka products to attract new shoppers and lift average selling prices.

Updated on Sept. 29, 2026 in Retail

Bold vector editorial illustration of a pair of running sneakers on a pedestal, representing retail inventory expansion. — Academy Sports + Outdoors has launched Hoka footwear in select retail locations, aiming to drive growth by diversifying its inventory with higher-tier brands. AI Illustration. Upload story photo >

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Do you prefer buying premium branded footwear over lower-cost alternatives when shopping for athletic shoes?

Academy Sports + Outdoors has launched Hoka footwear in select stores following an initial 15-store pilot program. The expansion aims to capture customer demand for premium brands and drive long-term growth.

Why it matters

By incorporating 'better- and best-level' brands, the retailer aims to diversify its product mix and increase average transaction values. This strategy aligns with the company's broader effort to modernize its inventory following recent expansions of its Jordan Brand footprint.

Deckers Brands reported Hoka net sales growth of 7.7 percent to $703.5 million in the first quarter of fiscal 2027, while analysts project the brand could generate $100 million in annual sales at Academy by 2030.

The players

Academy Sports + Outdoors

A sporting goods retailer that operates a fleet of stores across the U.S. and maintains an e-commerce platform.

Deckers Brands

A footwear and apparel designer and distributor that owns the Hoka and Ugg brands.

The details

The Hoka launch follows a successful 15-store pilot and marks a shift toward higher-tier footwear inventory. Academy is balancing this rollout alongside its existing Jordan Brand shops, which currently feature in 200 stores after an expansion that added 145 locations in April 2025.

April 2025: Academy expanded its Nike Jordan Brand partnership.
July 2026: Deckers reported fiscal 2027 first quarter earnings.
September 2026: Hoka footwear products launched in Academy stores.
2030: Projected target for Hoka to reach $100 million in sales at Academy.

Market Landscape

This move follows a broader industry trend where retailers curate premium, high-demand footwear lines to differentiate their assortments. It mirrors the strategic pattern established by the company's recent expansion of its Jordan Brand footprint.

Operators should monitor whether high-demand specialty brands like Hoka effectively lift store traffic and average ticket size. Track the expansion of these product categories as a potential signal of changing consumer demand for higher-priced footwear.

The takeaway

Retailers should evaluate whether their current inventory mix captures shifting customer preferences toward premium performance brands. Monitoring the conversion of pilot test stores to full-fleet rollouts provides a clear signal for similar category expansion strategies.