Case Study: Hoka achieves successful whitespace expansion with MakerSights

Hoka captures new whitespace by leveraging insights to launch The Transport

Hoka One One, a global footwear brand, sought to confidently expand its product line beyond running into new, adjacent categories. Their challenge was to validate these new product concepts and gain critical buy-in from internal stakeholders like designers, marketers, and global teams, as well as external retail partners, to mitigate the inherent risk of innovation. To accomplish this, Hoka utilized the MakerSights platform for consumer insights testing throughout its product development process.

By leveraging MakerSights to conduct market research, Hoka was able to identify and validate a major unmet consumer need for a versatile commuter shoe, leading to the launch of The Transport. The insights gathered provided the confidence needed to align global teams and successfully pitch to retailers. MakerSights was instrumental in this effort, which resulted in the Transport achieving 160% of its sales goal and the TransportX model selling out instantly.

Hoka One One

Hy Rosario

Product Director