Deckers Outdoor, home to the Hoka and UGG brands, is emerging as serious competition.
CNBC's Jim Cramer sees footwear company Deckers Outdoor as a disruptive industry player that even big rivals like Nike should be worried about. "Nobody can touch them right now," Cramer said Friday on "Squawk on the Street." Deckers is the company behind the fashion brand UGG, running shoes Hoka, and others. Deckers reported a strong quarterly beat after Thursday's close, sending shares more than 14.5% higher on Friday to an all-time high of nearly $1,037 each.
mountain DECK shares performance year-to-date. "It's very rare that you have not one but two different shoes doing really well," Cramer said, referring to UGG and Hoka. Those brands benefitted from high levels of full-price selling, which Cramer found impressive given many consumers today are looking for discounts. "You usually get some discounting — there's no discounting going on." He added, "UGG is an incredible brand.
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