Deckers Brands & Apple
Deckers Brands, the parent of HOKA and UGG, integrates its HOKA running and fitness app with Apple Health and Apple Watch. HOKA's performance running shoes appeal to a similar demographic to Apple Watch, and the app integration allows HOKA runners to track runs using Apple Watch GPS and heart rate monitoring while syncing data to Apple Health for long-term performance analysis.
Why it matters: HOKA's rapid growth in the premium running category has been accompanied by digital engagement tools that leverage the iPhone and Apple Watch ecosystem. The integration follows the same pattern as Nike Run Club and On Running, reflecting the broader standardization of Apple Watch as the default fitness data platform for premium athletic brands.