Hoka gets more popular as Kanye West seen wearing the boot
Sales of Ugg-owner Deckers (DECK) got a major boost from its increasingly popular French cushioned running shoe brand called Hoka.
Analysts have now upgraded their rating for Deckers from neutral to positive and also raised its price target for the stock from $161 to $169. Shares of Deckers have overall rose more than 4% to around $144 per share, with the stock generally rallying about 45% during the course of past year.
The shoe line is gaining fast popularity among youngsters who now prefer to wear running shoes not just to the gym but all-day. Further, its partnerships with upcoming retailers like Engineered Garments and Outdoor Voices have also added visibility of the product to millennials.
Recently rapper Kanye West was spotted wearing a Hoka boot and the image raked up online sales to another level. Analysts say that the photo sent off a ‘Hoka effect’.
Analysts now expect that Hoka brand will cross $300 million in sales by 2021 and $500 million by 2025. Over the last three years, revenue has increased by almost 40% ,and the owners are confirmed that the future looks good for them.
DECK's Indicator enters downward trend
The Aroon Indicator for DECK entered a downward trend on July 17, 2025. Tickeron's A.I.dvisor identified a pattern where the AroonDown red line was above 70 while the AroonUp green line was below 30 for three straight days. This could indicate a strong downward move is ahead for the stock. Traders may want to consider selling the stock or buying put options. A.I.dvisor looked at 136 similar instances where the Aroon Indicator formed such a pattern. In of the 136 cases the stock moved lower. This puts the odds of a downward move at .
Technical Analysis (Indicators)
Bearish Trend Analysis
The Momentum Indicator moved below the 0 level on July 11, 2025. You may want to consider selling the stock, shorting the stock, or exploring put options on DECK as a result. In of 84 cases where the Momentum Indicator fell below 0, the stock fell further within the subsequent month. The odds of a continued downward trend are .
The Moving Average Convergence Divergence Histogram (MACD) for DECK turned negative on July 15, 2025. This could be a sign that the stock is set to turn lower in the coming weeks. Traders may want to sell the stock or buy put options. Tickeron's A.I.dvisor looked at 51 similar instances when the indicator turned negative. In of the 51 cases the stock turned lower in the days that followed. This puts the odds of success at .
Following a 3-day decline, the stock is projected to fall further. Considering past instances where DECK declined for three days, the price rose further in of 62 cases within the following month. The odds of a continued downward trend are .
Bullish Trend Analysis
The RSI Indicator points to a transition from a downward trend to an upward trend -- in cases where DECK's RSI Indicator exited the oversold zone, of 21 resulted in an increase in price. Tickeron's analysis proposes that the odds of a continued upward trend are .
The Stochastic Oscillator shows that the ticker has stayed in the oversold zone for 3 days. The price of this ticker is presumed to bounce back soon, since the longer the ticker stays in the oversold zone, the more promptly an upward trend is expected.
Following a 3-day Advance, the price is estimated to grow further. Considering data from situations where DECK advanced for three days, in of 343 cases, the price rose further within the following month. The odds of a continued upward trend are .
DECK may jump back above the lower band and head toward the middle band. Traders may consider buying the stock or exploring call options.
The Tickeron SMR rating for this company is (best 1 - 100 worst), indicating very strong sales and a profitable business model. SMR (Sales, Margin, Return on Equity) rating is based on comparative analysis of weighted Sales, Income Margin and Return on Equity values compared against S&P 500 index constituents. The weighted SMR value is a proprietary formula developed by Tickeron and represents an overall profitability measure for a stock.
The Tickeron Profit vs. Risk Rating rating for this company is (best 1 - 100 worst), indicating well-balanced risk and returns. The average Profit vs. Risk Rating rating for the industry is 77, placing this stock slightly better than average.
The Tickeron Price Growth Rating for this company is (best 1 - 100 worst), indicating slightly worse than average price growth. DECK’s price grows at a lower rate over the last 12 months as compared to S&P 500 index constituents.
The Tickeron Valuation Rating of (best 1 - 100 worst) indicates that the company is significantly overvalued in the industry. This rating compares market capitalization estimated by our proprietary formula with the current market capitalization. This rating is based on the following metrics, as compared to industry averages: DECK's P/B Ratio (11.351) is very high in comparison to the industry average of (3.082). P/E Ratio (33.628) is within average values for comparable stocks, (28.555). DECK's Projected Growth (PEG Ratio) (0.000) is slightly lower than the industry average of (1.991). Dividend Yield (0.000) settles around the average of (0.036) among similar stocks. DECK's P/S Ratio (5.921) is very high in comparison to the industry average of (1.500).
The Tickeron PE Growth Rating for this company is (best 1 - 100 worst), pointing to worse than average earnings growth. The PE Growth rating is based on a comparative analysis of stock PE ratio increase over the last 12 months compared against S&P 500 index constituents.
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General Information
a distributor of footwear, apparel and accessories
Industry ApparelFootwear
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