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Contestable Markets - The Rise of Shoe Brand Hoka

Graham Watson

5th May 2024

This Business Insider video looks at the rise of the latest on-trend shoe brand, Hoka, the producer of an increasingly prominent sports shoe. Within just over a decade of its creation, the brand has grown from a niche product serving mountain runners to something more mainstream.

This clip looks at how this can happen, considering how the shoe's design, and subsequent marketing have created its value proposition allowing it to claim a $1 billion stake in the lucrative sports shoe market.

Graham Watson

Graham Watson has taught Economics for over twenty years. He contributes to tutor2u, reads voraciously and is interested in all aspects of Teaching and Learning.

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