As HOKA scales across Europe, the Middle East and Africa, the brand has chosen continuity over an external hire, handing regional marketing leadership to a long-serving insider who already knows how its event and activation model works on the ground.
HOKA has promoted Antoine Berthoud to Sports Marketing Director for Europe, the Middle East and Africa, handing a long-serving insider control of the brand’s regional event and consumer activation program.
In the role, Berthoud oversees HOKA’s portfolio of sports events and consumer activations across the three regions. He steps up from sports marketing and events coordinator for the brand in Europe, a post that placed him at the center of its race-day and grassroots presence.
Berthoud first joined HOKA in 2013 as a freelancer, when the brand was, in his own words, “a start-up selling a few thousand pairs.” He announced the move on LinkedIn, indicating it as the next step after more than a decade watching HOKA grow from that base into a global running label.
The appointment lands as HOKA carries the growth at parent Deckers Brands, the US group that also owns Ugg and Teva. HOKA was the main driver of Deckers’ first-quarter performance for fiscal 2026/27, reported in July, with net sales up 7.7 percent to 703.50 million dollars (603 million euros) from 653.10 million dollars a year earlier.
