The Office Gets a New Sole (ADS GR, DECK, NKE, ONON, PUM GR, SKX, 7936 JP)
- In the wake of the COVID-19 pandemic and the shift toward hybrid work environments, sneaker brands have strategically evolved to meet the needs of a more diverse and discerning consumer base. While brands such as Skechers continue to prioritize comfort as a core value proposition, performance-oriented brands like Hoka and On—originally rooted in running and athletic performance—have successfully expanded into the lifestyle and office-wear segments.
- Where workplaces were once dominated by formal dress shoes and high heels, today’s office culture prioritizes style, fit, and comfort. Hoka, in particular, has seen a notable increase in brand awareness over the past year, now reaching approximately 40% of U.S. adults (data available upon request). However, during the same period, the share of consumers perceiving Hoka as “too expensive” has grown to over 20%, compared to only 10% among potential On customers (data available upon request).
- Brand awareness for both On and Hoka remains relatively low compared with major established competitors, leaving substantial runway for growth. Sustained success will depend on delivering a well-balanced value proposition that seamlessly integrates style, comfort, performance, and price to meet evolving consumer expectations. Occam will continue to longitudinally track as sneakers fully evolve into wearable style statements—not just performance gear. Subscribe today to stay ahead of the curve.
