Running Into Success with Hoka and On Running ??♂???
? Six Second Summary:
Editor’s Note
Hey everyone,
Big news from CreatorIQ—we have a new CEO! ??
Over the last 6 months, we went through an intensive process to find the right leader to take us to the next level.?
A few stats about Chris:
?? He joined Omniture at $3M in revenue, grew it 140X+ in 7 years to $500M, took them public, and sold them to Adobe for $1.8B as President.
?? After that, he joined Domo pre-revenue, helped them raise $700M in capital, achieve $100M+ in ARR, and took them public.
?? His wife is a creator (cool!) with over 130K fans on Instagram and his daughter runs a store where half the revenue comes from Tiktok.
His strategic insights and passion for the creator economy align perfectly with our mission.
Check out the podcast episode I did with him this week!
Now, let's dive into this edition of the newsletter.
The Resurgence of Running: A Look at Hoka and On Running ??♂???♀?
As we move through 2024, there’s a noticeable resurgence in running. Whether it’s for fitness, mental health, or the sheer joy of hitting the trails, more people are lacing up their running shoes than ever before. This renewed passion for running is mirrored in the explosive growth of some of today’s top running shoe brands.?
Today, we’re diving deep into the phenomenal rise of two standout brands: Hoka and On Running. Both brands have captivated the running community and beyond, leveraging influencer marketing and innovative social media strategies to reach new heights.
Hoka:
History: HOKA One One, commonly known as Hoka, was founded in 2009 by Nicolas Mermoud and Jean-Luc Diard, two trail-running enthusiasts from France. They sought to create a shoe that offered superior cushioning and support for long-distance runners. Hoka quickly gained popularity for its distinctive oversized soles, which provided enhanced shock absorption and stability. ?????
Social Efforts: Hoka has excelled in building a robust online community through strategic influencer partnerships and engaging social content. The brand has effectively leveraged the power of authentic storytelling and community engagement to connect with diverse audiences. Here are some key elements of Hoka’s social efforts:
Top Hashtags:
Hoka’s innovative approach and community-driven marketing strategies have led to significant growth, engaging not only the running community but also niche groups like healthcare professionals.
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On Running:
History: On , a Swiss brand, was founded in 2010 by former professional athlete Olivier Bernhard and his friends David Allemann and Caspar Coppetti. They aimed to revolutionize the running experience by creating a shoe that provided a unique sensation of running on clouds. On Running's CloudTec technology, which offers cushioned landings and firm take-offs, has been a game-changer in the running shoe market. ??????
Social Efforts: On Running has focused on creating a strong online presence through collaborations with influential creators and athletes. Their strategic use of social media has helped them connect with a global audience and foster a sense of community among running enthusiasts. Here’s a closer look at their social efforts:
Top Hashtags:
On Running has demonstrated rapid growth by leveraging new creators and expanding its reach. The brand’s strategic use of impactful creators and engaging content has been a key driver of their success.
Comparison:
Hoka has nearly doubled the number of influencers talking about the brand and # of posts they created, while On Running is growing rapidly and generating more exposure through engagements and impressions. Both brands have shown impressive growth, but each has its unique strengths and strategies.
Hoka’s consistent community engagement, combined with a focus on niche markets like healthcare professionals, has driven their growth. Meanwhile, On Running’s ability to attract new creators and generate high engagement through fresh and impactful content has been key to their rapid rise.
??? Earned Podcast Shoutout ???
In Ep. 137 of Earned, I sit down with our new CEO, Chris Harrington, for an in-depth conversation about his remarkable journey and strategic vision for the influencer marketing industry. Chris opens up about his rigorous evaluation process, CreatorIQ's growth potential, and alignment with his strategic vision.
Drawing on personal experiences, including his wife Angie's successful influencer career and his daughter Jessa's creation of a $15M clothing brand through social media, Chris underscores the critical role of authenticity in creator marketing. We also explore his professional background, including pivotal strategic decisions made during his tenure at Omniture and Domo.?
Check it out on Spotify and Apple Podcasts.
?? HBBIP Blog Shoutout ??
This week in the HBBIP blog, Alex Rawitz dives deep into the world of sports betting, focusing on the creator marketing strategies of DraftKings and FanDuel.?
Both brands have leveraged influencer marketing to fuel their rise in the sports betting industry. If you’re curious about how these brands have navigated the competitive landscape and used influencer partnerships to their advantage, this post is a must-read.
Check out the full blog post here.
Thank you for your continued support and engagement. Stay tuned for more updates and insights from the world of influencer marketing.
Best,
Conor Begley
Chief Strategy Officer, CreatorIQ
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