HOKA Taps rygr to Propel Bold Storytelling in Performance Running

Agency to lead North American earned media strategy across road, trail, and athlete categories

Carbondale, Colo. (Sept. 29, 2025) — rygr, a Colorado-based integrated marketing agency specializing in active lifestyle and outdoor performance, announces new partnership with HOKA®, a division of Deckers Brands (NYSE: DECK). rygr will lead brand communications and earned media strategy for HOKA across the performance running sector, amplifying the brand’s road and trail footwear categories.

“At HOKA, we are powered by brave innovation and that extends to the way we communicate with the world,” said Allie Tsavdarides, Vice President  of Marketing, HOKA North America. “Partnering with rygr allows us to deepen our connection with the running community, more effectively scale our storytelling, and continue to inspire people everywhere to fly.”

HOKA has emerged as one of the most dynamic and fastest-growing brands in performance footwear, inspiring runners with disruptive innovation and a bold, inclusive approach to movement. This strategic partnership builds on HOKA’s momentum, advancing the brand’s role in shaping running culture through authentic narratives, athlete-driven media opportunities, and creative PR campaigns.

“HOKA is setting the pace in performance running, not just through product innovation but in the way it engages athletes and communities worldwide,” says rygr President, Melissa Hlidek.  “We’re proud to partner with HOKA to share its powerful stories of community and connection, helping more runners and dreamers feel the brand’s impact during this inspiring chapter of growth.”

A leader in the active lifestyle industry for over a decade, rygr has a proven track record of connecting brands to their most important communities.  HOKA joins rygr’s portfolio of category-leading brands including icebreaker, Orvis and Ariat. The partnership officially kicked off on August 11, 2025.

About rygr

rygr is an integrated marketing agency based in Carbondale and Denver, Colorado. With services in earned and paid media and deep expertise in the active lifestyle, endurance, and performance markets, rygr brings brands closer to their most important communities. Learn more at rygr.us and follow us on Instagram and LinkedIn.

About HOKA®
HOKA® is one of the fastest-growing performance footwear and apparel brands in history. Conceived in the mountains, HOKA footwear delivers an unprecedented combination of enhanced cushioning and support for a uniquely smooth ride. Every day, HOKA pushes the innovation and design of its footwear and apparel by teaming up with a deep roster of world champions, taste makers and everyday athletes. From finish lines to everyday life, HOKA fans love the brand for its bold and unexpected approach, and its belief in the power of humanity to create change for a better world. HOKA empowers a world of athletes to fly over the earth. For more information, visit HOKA.com or follow @HOKA. #FlyHumanFly

For further information, please contact hoka@rygr.us.