ON Running & Hoka Funnel Breakdown
On Running & HOKA dominate online performance footwear with billion-dollar brand ecosystems. If you run an Ecom brand, this is a must-see. They aren’t just selling running shoes
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What you get
they’ve mastered how performance, identity, and product innovation convert at scale.
I went deep into both brands to see how they convert,
increase AOV,
and turn technical footwear into emotional, high-intent purchases.
On Running (turning Swiss engineering, sleek design, and lifestyle-performance positioning into a premium conversion engine)
HOKA (using comfort, community, and maximalist performance to dominate runners, walkers, and everyday athletes)
What’s inside:
Full Funnel Breakdowns:
Homepage, PDP & Collection Page Analysis
Psychographics (Performance Optimizer vs Comfort Seeker vs Everyday Athlete)
Editable Figma Templates
Customer Personas
How Both Brands Sell Performance, Not Just Shoes
Product Positioning × Conversion Psychology
Category Architecture, Cross-Sells & Technical Benefit Communication
…and more!
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