Academy Sports + Outdoors Added Hoka Footwear
The retailer has launched Hoka products online and in select stores across four states.
Updated on Sept. 29, 2026 in Retail
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Academy Sports + Outdoors has introduced Hoka footwear to its inventory following a 15-store pilot program. The rollout currently includes select locations in Arkansas, Georgia, Louisiana, and Texas.
Why it matters
The retailer added the brand to attract new shoppers and lift average selling prices after identifying Hoka as one of its most requested labels. Analysts project the brand could generate $100 million in annual sales at the retailer by 2030.
Deckers Brands reported total net sales of $1.02 billion in the first quarter of fiscal 2027, marking a 5.7 percent increase. Hoka's specific net sales reached $703.5 million during the same period.
The players
Academy Sports + Outdoors
This sporting goods retailer operates a wide network of stores across the United States.
Deckers Brands
This footwear and apparel company owns and manages the Hoka and Ugg brands.
The details
Academy is actively expanding its footwear assortment to include better- and best-level brands to compete for premium market share. This move follows the company's recent expansion of its Nike Jordan Brand partnership, which now features dedicated shops in 200 stores.
Timeline
April 2025: Academy expanded its Nike Jordan Brand partnership.
July 2026: Deckers reported fiscal 2027 first quarter earnings.
September 2026: Hoka launched at Academy stores.
2030: Projected target for Hoka to reach $100 million in sales at Academy.
Market Landscape
This move reflects a broader strategic shift among major sporting goods retailers toward expanding premium footwear assortments to drive consumer traffic. By securing high-demand brands, companies are positioning themselves to increase average transaction values against discount competitors.
Customers can now access Hoka footwear products through the retailer's online platform and at select physical locations in four states. This expansion increases product availability for shoppers looking for premium athletic footwear within the retailer's existing footprint.
The takeaway
Retailers frequently pivot their inventory strategies to include high-demand third-party brands to sustain growth. Shoppers often see these shifts manifest as wider variety and more premium options in their local stores.
Further reading
For more on evolving inventory strategies, visit the Retail section.
Source note: This article includes information reported by WWD.
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Do you prefer buying premium branded footwear over lower-cost alternatives when shopping for athletic shoes?
