Mock Strategic Message Planner-Hoka Bondi 9
- Brandy Perry
- Apr 29, 2025
- 6 min read
IMPORTANT NOTE: The following text is from an assignment that I did in class for a grade. I'm not affiliated with the Hoka brand (unless they're interested then feel free to reach out).
Advertising Goal
To advertise to young female healthcare professionals the comfort and durability that Hoka Bondi 9 has to offer. Hoka seeks to provide comfort for people of all activity levels: trail running, hiking, walking for pleasure, and workers on their feet all day.
Client: Key Facts
Founded in 2009 by a couple of seasoned mountain runners after a rough experience running in the Ultra Trail du Mont Blanc (UTMB).
Nicolas Mermoud and Jean-Luc Diard, avid trail and mountain runners, set off to create a trail running shoe that would make going downhill easier and put less strain on the foot.
“Hoka” is Maori for “fly over land.”
The Hoka logo resembles a bird of prey souring over the landscape.
The Hoka One One won three marathons within the first year of launch.
Sales skyrocketed in 2024 by 34.7% of the previous year.
Deckers, the company that owns UGGs and Tevas, acquired the Hoka brand in 2012.
Deckers surpassed one billion dollars in revenue in 2023 mainly due to the sales of Hoka shoes.
Received “Brand of the Year” award from the Footwear News achievement awards in 2023.
Client: Key Insights
Hoka went against the grain for what they believed in, producing shoes with a thick sole while other companies were following a trend of thin, barefoot running shoes. The founders believed that comfort and care for your feet are the most important factors in athletic shoe wear.
Product: Key Features
What is the Product?
Hoka Bondi 9, the latest iteration of the Bondi style Hoka.
Available in women’s size 4-12 and men’s size 7-16.
Available in regular, wide, or extra wide width.
Comes in 13 different colors.
Weight: 9.3 oz.
Cost: $170.
What is the Purpose of the Product?
To stabilize the foot and cushion impact while walking or running on flat surfaces.
What is the Product Made of?
55% recycled polyester mesh for air flow.
A thick sole made of EVA foam for heel cushion (2mm thicker than the Bondi 8).
Durabrasion rubber for flexibility.
Uses Smooth MetaRocker™ technology to keep the foot in a stable position, preventing prolonged damage.
Active Foot Frame™ focuses on the back of the foot for added heel and arch support.
Light midsole foam makes the Bondi 9 lighter and bouncier than its predecessors.
Podular outsole design provides more traction without sacrificing flexibility.
3D molded heel collar made of soft knit material for comfort.
Who and What Made and Distributed the Product?
Hoka designs the product.
The shoes are made in China primarily.
The Hoka brand is owned by Deckers Brands.
Nicolas Mermoud and Jean-Luc Diard, both seasoned mountain runners are the originators of the Hoka.
Key Insights: Hokas have the thickest sole available on the market.
Marketplace Trends
Wellness and fitness are becoming more important to consumers, leading to a higher demand for athletic shoes.
Consumers are interested in shoes that provide comfort, prevent injury, and boost performance without sacrificing style.
Market size is predicted to reach $17.1 billion dollars by 2032.
At $170, the Hoka Bondi 9s fall into the “premium running shoes” market category.
Target Audience: Demographics, Psychographics, and Behaviors
Demographics:
Occupation: Healthcare workers
Age: 25-35
Gender: Women
Median Income: $93,600 per year
Psychographics:
Values: Compassionate, ethical, good with people, and willing to pay extra for comfort and style.
Lifestyle: Active, focused on mental and physical health and taking care of their body for the future.
Behaviors:
Healthcare workers are on their feet for up to 12 hours per day, so they need a shoe that can handle heavy amounts of activity.
They want fun colors to be able to express themselves with.
Once they find something they like, they will stick to that brand for a while. One worker even reported wearing the same pair of another brand of shoe for a little over two decades until she was forced to switch due to orthopedic issues.
Key Behaviors:
Healthcare workers look for work shoes that have traction, support, cushion, and that are fashionable. This has drawn a lot of healthcare professionals towards the running shoe industry, because running shoes are built to protect feet in strenuous athletic situations and often come in fun colors and designs.
Product Benefits
Supportive
Breathable
Cushioned
Bouncy/Light
Durable
Comes in a variety of bright colors
Direct Competitors and Brand Image: Other Running Shoe Brands
Nurses online and those interviewed by Elissa Sanci of the New York Times reported wearing the following running shoe brands:
A well-known comfort brand, very affordable.
According to online discussion forums, they are cheaply made and not fashionable.
Has a partnership with Figs, a scrub production company, and they’re a little cheaper than Hokas.
Some believe that they’re on par with Hoka shoes in their quality.
Doesn’t come in as large of a variety of colors.
According to an Esquire article by a consumer, the Brooks Glycerin 21 specifically feels lighter and more breathable than Hokas.
Hokas is more of a one stop shoe shop for the whole family, whereas Brooks solely focuses on running shoes for adults.
Hokas are also seen as more fun to wear and more eye-catching than Brooks.
On par with Hoka pricing, it has a similar reputation in the running shoe community of having a thick cushy sole. They feel lighter on the feet and provide more flexibility.
Recent rise in popularity, not a huge following yet.
Indirect Competitors and Brand Image: Clogs
A favorite of older nurses.
They’re easy to clean, add height, and they are long-lasting.
This brand advertises to healthcare professionals and has a longer-standing reputation than most other shoe brands on this list.
Chunky and hard to move fast in case of an emergency.
Slip-resistant, easy-to-clean slip-on shoes with a memory foam insole.
The patterns and colors available are not appealing to a younger crowd.
An affordable, popular shoe brand.
Provides the most air flow to the feet to prevent foot odor, provides comfort, easy to clean, and the most customizable due to the various colors, patterns, and accessories available.
They don’t provide protection against spilt fluids.
Lack of sturdiness and support.
Product Brand Image
Hokas has a loyal following that loves to rave about the comfortability and fashion ability of the shoes, giving them a strong word-of-mouth presence. Almost all of the nurses interviewed in a NYT article loved their Hokas and chose Hoka over other brands.
Hoka is known as one of the most cushioned shoes out on the market, even if it means sacrificing the lightness that other shoes have.
Some of the other types of Hoka shoes, such as the Clifton 9, have been criticized for being too stiff, even after a few weeks of constant use.
Those that have purchased the standard version of Hokas over the wide version report that the shoe is uncomfortably narrow, and they need to size up if they don’t opt for the wide version of the shoe type.
There is a lack of color choice in the larger and wider sizes.
Strategic Message: The Promise
The new Hoka Bondi 9, already a trusted brand amongst healthcare professionals, gives you maximum comfort without sacrificing your style.
Supporting Evidence: The Proof
Thick Soles: Hoka Bondi 9 provides a thicker sole, which is necessary to provide protection of the feet while working long hours.
Stabilization: the Hoka Bondi 9’s Meta Rocker technology stabilizes foot movement to prevent injury.
Reputation: Hoka is already a well-known and trusted brand amongst healthcare professionals.
Style: the Hoka Bondi 9 is available in 13 different colors.
Protection: the Hoka Bondi 9 provides maximum heel and arch protection with its additional 2mm of foam.
Tone
Focus on fun and functionality, targeted towards those who work in healthcare professions, especially female nurses. Make it clear that, with Hoka, they won’t have to choose between functional and fashionable.
Resources:
Demographics:
Consumer Feedback:
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