Women Earning Over $150K Per Year Could Be Deckers’ Secret Weapon

October 15, 2025

Hoka‘s big contribution to parent Deckers Brands first quarter earnings results is expected to again fuel a strong second quarter — and high income women could provide the athletic performance brand’s hidden advantage.

The Goleta, Calif.-based company in July reported a first quarter net sales increase of 16.9 percent to $964.5 million, versus $825.3 million in the same year-ago quarter. Hoka contributed a 19.8 percent rise in net sales, while Ugg posted an 18.9 percent increase.

A report from TD Cowen analyst John Kernan indicates that women who earn over $150,000 per year could be Deckers’ secret weapon. TD Cowen’s proprietary Consumer Tracker Survey is conducted monthly — there are now 44 months of data from November 2021 through September 2025, including 35 months of year-over-year data — and surveys 2,500 U.S. adult consumers. wwd