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Deckers Stock Falls 5% After Q2 Sales Miss, Guidance Cut
Why is Deckers stock down today?
Deckers (DECK) stock fell about 5% to $81 on Friday after Hoka and Ugg's maker missed Q2 sales estimates for the first time in at least five years and cut its sales outlook.
Key numbers
| Q2 net sales | $1.48B+3.5% YoY; $1.51B expected |
|---|---|
| Full-year sales outlook | $5.70B–$5.725Bfrom $5.86B–$5.91B |
| Hoka Q2 sales | $677.2M+6.8% YoY |
| Ugg Q2 sales | $786.4M+3.5% YoY |
| Full-year EPS outlook | $7.80–$7.95from $7.35–$7.50; includes tariff refund |
| Share price (late morning) | $81-5% vs $85.28 close |
What happened
Deckers (DECK) stock fell about 5% to $81 on Friday after Hoka and Ugg's maker missed Q2 sales estimates for the first time in at least five years and cut its sales outlook. Sales rose 3.5% to $1.48 billion, but analysts had expected $1.51 billion. The company now expects full-year sales of $5.70 billion to $5.725 billion, down from $5.86 billion to $5.91 billion, and shares were down as much as 9.7% before trading opened. Profit beat forecasts, helped by a one-time refund of earlier import taxes (tariffs) worth 28 cents a share.
Why it matters
Deckers shows how even popular shoe brands are feeling pressure from shoppers who are watching their budgets. Management says shoppers face rising economic pressure, and heavy discounting across US athletic footwear is hurting its online sales. Hoka, its running-shoe brand, is now expected to grow in the high single digits this year instead of the low double digits, a clear slowdown. Profit beat forecasts partly because of a one-time tariff refund.
Who this affects
- MarketneutralLow impact
- Shoe-stock investors watch consumer spending; limited wider market effect.
- CompanybearishMedium impact
- Shareholders lose value; sales outlook lowered for both brands.
- CompetitorsbearishLow impact
- Peers dipped modestly: On down 2.7%, Nike 1.9%.
- IndustrybearishMedium impact
- Heavy discounting in US athletic footwear squeezes online sales.
Deckers vs On Holding, Nike, Crocs
How we got here
Deckers reports Q2 sales of $1.48B, below the $1.51B forecast, and cuts its sales outlook.
Shares close at $85.28 before the report is released.
Stock indicated down 9.7% before the open, near its 52-week low of $77.20.
Piper Sandler cuts Deckers to Underweight, lowering its price target to $75 from $100.
Shares trade about 5% lower, near $81, by late morning in New York.
What to watch
- Whether Hoka's Clifton 10 inventory clears and holiday reorders hold up.Q4 2026
- Whether US athletic footwear discounting eases, which analysts see as unlikely before next summer or fall.2027
Educational content only. Not investment advice.
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