DECK · News · 20261022N

Market Demand Trends

DECKERS OUTDOOR CORP · 2026-10-22 · Importance 31 · Surprise 32

Deckers reported fiscal Q2 FY2027 sales growth of 3.5% to $1.48 billion, while HOKA sales increased 7% and UGG sales increased 4%. Third-party reports attributed the slower growth and reduced full-year sales expectations to slowing consumer demand and a promotional U.S. athletic-footwear market. Reports also said Deckers lowered full-year sales guidance for both brands, while emphasizing protection of brand equity and full-price selling rather than pursuing short-term volume.

Key facts

• Deckers said it would prioritize protecting brand equity and full-price selling over pursuing short-term volume. source
• Deckers' HOKA growth slowed to 7% and UGG growth to 4% in the reported quarter. source