{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Ecommerce On Tap","title":"How Hoka Built a Billion-Dollar Shoe Brand","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/736cf4dd\"></iframe>","width":"100%","height":180,"duration":2791,"description":"Why did a strange-looking running shoe with giant foam soles become a billion-dollar brand?This week on Ecommerce on Tap, Aaron Alpeter and Mark Riskowitz break down the story of Hoka—from its origins in the French Alps to becoming one of the fastest-growing footwear brands in the world.We cover:• Why Hoka ignored industry trends• The biomechanics behind running shoes• Manufacturing challenges most consumers never see• Why founders sometimes need to leave incumbents• How Deckers scaled Hoka into a powerhouse","thumbnail_url":"https://img.transistorcdn.com/wnAqx4kSc44rvinPQKoXfUdJEYTnM0g-Kvm15K6WfNw/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS80YWIx/OGMwNDI3NmYxY2Rk/NGJmNDA2MmUzZjVi/ODUyOS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}