Core Viewpoint - The article discusses the competition between two emerging sports shoe brands, HOKA and On (昂跑), which are challenging the market dominance of Nike and Adidas, particularly among urban middle-class consumers. The article highlights the distinct consumer bases and brand identities of HOKA and On, leading to a division among middle-class consumers into "HOKA supporters" and "On supporters" [4][6][16]. Brand Comparison - HOKA, founded in 2009 in France, focuses on solving specific running issues with its thick cushioning and is popular among a wide age range, including serious runners and commuters. It is often seen as practical and comfortable, appealing to those who prioritize functionality over aesthetics [19][23]. - On, established in 2010 in Switzerland, combines precision manufacturing with minimalist design, targeting urban professionals who value style and brand identity. It has gained popularity among white-collar workers and is often associated with a fashionable lifestyle [19][11]. Consumer Segmentation - The consumer base for HOKA is broader, encompassing various groups from serious runners to casual wearers, who appreciate its comfort and support. In contrast, On's consumers are primarily urban professionals who view their footwear as a fashion statement and a symbol of status [16][11]. - The article notes that HOKA supporters tend to be more practical and less concerned with trends, while On supporters are more fashion-conscious and likely to integrate their footwear into a stylish urban wardrobe [16][14]. Marketing Strategies - HOKA has invested heavily in sponsoring major trail running events, enhancing its reputation in the running community. It has maintained a strong presence in domestic trail running events, ranking among the top three brands [26][27]. - On has focused on collaborations with luxury brands and leveraging celebrity endorsements, such as tennis star Roger Federer, to enhance its appeal in the fashion market. This strategy has positioned On as a "quiet luxury" brand, appealing to a more affluent consumer base [28][30]. Challenges and Opportunities - On faces quality control issues, with reports of product defects leading to consumer dissatisfaction. This has raised concerns about its long-term brand reputation [33]. - HOKA, while strong in functionality, is experiencing slower sales growth compared to On, indicating a need to broaden its appeal beyond performance-focused consumers [35][36]. - Both brands are navigating a competitive landscape where traditional sports brands like Nike and Adidas are also adapting to the growing demand for stylish and functional footwear suitable for everyday wear [40][42].