1,5 min read –
A French Business Success Story –
In Indonesia –
HOKA –
In the heart of Indonesia’s bustling sports scene, a French-born brand, HOKA, has carved out a remarkable success story.
Founded in 2009 in Annecy, France, by Nicolas Mermoud and Jean-Luc Diard, HOKA emerged from a vision to revolutionize running shoes with maximalist cushioning, designed for trail runners in the French Alps.
HOKA’s marketing strategy has been instrumental in transforming the brand into a global powerhouse, generating USD 1.8 billion in revenue by 2024.
The key pillars of HOKA’s marketing approach are :
– Product Differentiation Through Maximalist Design
– Niche-to-Mainstream Expansion
– Community Building and Experiential Marketing
– Strategic Sponsorships and Ambassadorships
– Global Brand Campaigns with Local Relevance
– Omnichannel Distribution and Retail Innovation
– Avoiding Direct Competition with Giants
In 2025, HOKA has become a household name in Indonesia, a nation with a vibrant, youthful population of over 270 million and a surging passion for sports.
Indonesia’s dynamic market, driven by a young demographic (over 50% under 30) has embraced HOKA’s innovative designs.
The country’s growing trend for trail running, marathons, and fitness culture aligns perfectly with HOKA’s high-performance shoes.
HOKA’s bold, cushioned designs have captured the hearts of Indonesian athletes and casual runners alike, securing a significant market share in the competitive sportswear industry.
The brand’s sponsorship of major events, from urban marathons to rugged trail runs, has solidified its status as a favorite, outpacing even some global giants in local popularity.
This success underscores Indonesia’s potential as a goldmine for foreign brands.
With a rapidly expanding middle class and a digital-savvy population, the market is ripe for businesses offering quality and innovation.
HOKA’s journey in Indonesia is a testament to the opportunities awaiting companies willing to tap into this growth.
At CINTASIA, we specialize in guiding you to seize these opportunities.
Indonesia’s booming economy offers a fertile ground for brands to thrive.
HOKA’s story is just the beginning, your company could be next.
Join us in Indonesia to write your own success story.
We are CINTASIA, we bring your technology and industrial equipment to Indonesia.
PS: Although Hoka was originally a French company, it is now owned by an American company since 2013.
Picture: Cintasia cofounder ILANN AMRAM on a trail run in Indonesia, December 2024
Source: Cintasia