Hoka Target Market in Germany
A data profile of the people who buy, follow and care about Hoka in Germany — modelled from more than twelve digital signal sources. Hoka has an estimated audience of 601,103 people in Germany.
The average Hoka fan in Germany is 35.6 years old, more male, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include strava, Chicago Marathon, Indoor cycling, with strongest over-indexing on strava (34.49× the country average).
Demographically, the Hoka audience skews more male with an average age of 35.6, and over-indexes on personality traits such as Sports Activity, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Hoka fan in Germany is more male, around 35.6 years old, with strong Sports Activity tendencies and a notable affinity for strava.
At a glance
The key figures that characterise the Hoka profile in Germany.
Search interest · 12-month trend
Customer demographics of Hoka
43.4% are female, 56.6% are male, average age 35.6.
Gender split
| Metric | Value |
|---|---|
| Female | 43.4% |
| Male | 56.6% |
| Average age | 35.6 |
| Estimated audience size | 601,103 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 26% | |
| 20-29 | 23% | |
| 30-39 | 22% | |
| 40-49 | 18% | |
| 50+ | 11% |
Worldwide distribution
of the worldwide Hoka audience comes from Germany.
| Country | Share |
|---|---|
| United States | 34.9% |
| Japan | 14.0% |
| United Kingdom | 4.9% |
Geography
Where the Hoka audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Berlin | ~50K | 1.69× | |
| 02 | Bayern | ~100K | 1.47× | |
| 03 | Hessen | ~70K | 1.43× | |
| 04 | Hamburg | ~20K | 1.25× | |
| 05 | Baden-Württemberg | ~90K | 1.15× | |
| 06 | Nordrhein-Westfalen | ~100K | 1.11× | |
| 07 | Rheinland-Pfalz | ~30K | 1.08× | |
| 08 | Saarland | ~7K | 0.90× | |
| 09 | Thüringen | ~10K | 0.87× | |
| 10 | Sachsen | ~20K | 0.83× | |
| 11 | Schleswig-Holstein | ~20K | 0.83× | |
| 12 | Niedersachsen | ~50K | 0.82× | |
| 13 | Bremen | ~4K | 0.80× | |
| 14 | Brandenburg | ~10K | 0.75× | |
| 15 | Sachsen-Anhalt | ~10K | 0.62× | |
| 16 | Mecklenburg-Vorpommern | ~7K | 0.59× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Hoka audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | strava | Sports | 34.49× | ||
| 02 | Chicago Marathon | Sports | 24.83× | ||
| 03 | Parkrun | Sports | 13.28× | ||
| 04 | Saucony | Sports | 11.60× | ||
| 05 | Chris Froome | Sports | 11.07× | ||
| 06 | Bob Odenkirk | Movies & TV | 10.71× | ||
| 07 | Indoor cycling | Sports | 10.20× | ||
| 08 | Vuelta a España | Sports | 7.14× | ||
| 09 | Cross country running | Sports | 4.13× | ||
| 10 | Activity tracker | Technology & Electronics | 3.71× | ||
| 11 | Track and field | Sports | 2.94× | ||
| 12 | Charlie Hunnam | Movies & TV | 2.88× | ||
| 13 | Running | Sports | 2.31× | ||
| 14 | Fitness and figure competition | Sports | 2.29× | ||
| 15 | Bicycle touring | Sports | 2.09× | ||
| 16 | Gymnastics | Sports | 1.94× | ||
| 17 | Nike | Fashion & Accessoires | 1.74× | ||
| 18 | Musical instrument | Music & Radio | 1.68× | ||
| 19 | House music | Music & Radio | 1.59× | ||
| 20 | Swimming | Sports | 1.59× |
Personality of the Hoka audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sports Activity | POWER | 1.46× | |
| Community Orientation | OPEN | 1.38× | |
| Mindfulness | BALANCE | 1.28× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 0.89× | |
| Creativity | OPEN | 0.92× | |
| Tradition | CONSERVATISM | 0.94× |
Frequently asked questions
Who is Hoka's target market in Germany?
Hoka's target market in Germany covers an estimated 601,103 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Hoka customers?
43.4% of the Hoka audience are female, 56.6% are male, with an average age of 35.6 years.
Which brands do Hoka fans like most?
Hoka fans show strongest brand affinity for strava (34.49×), Chicago Marathon (24.83×), and Indoor cycling (10.2×) over the country average.
Where do Hoka fans live in Germany?
Hoka fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~100K), and Baden-Württemberg (reach ~90K). These three regions account for the largest share of the active audience.
What other brands do Hoka fans also like?
Beyond Hoka itself, the audience over-indexes on Chicago Marathon (24.83×), Indoor cycling (10.2×), Bob Odenkirk (10.71×), and Vuelta a España (7.14×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
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See Hoka audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Hoka. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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