B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
17.5%
17.5% -- share of voice for HOKA (2025)
HOKA had a 17.5% share of voice in Wave 1 of the running shoe digital conversation analysis tracker.
- Based on Wave 1 Digital Conversation Analysis of 1,256 organic consumer posts/tweets across Twitter/X and three Reddit communities, filtering out promotional content.
Attribution:
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Lighthouse Research Team
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Source verified
Evidence graded
Value
17.5%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
The ICG
Primary
Tier A
https://theicg.co.uk/what-runners-actually-think-about-their-shoes/ ↗
Source Article
What Runners Actually Think About Their Shoes
Attitudes, Preferences and the Technology Debate: Insights from Organic Consumer Conversation
What do runners really think about their shoes? Not what the brands tell them to think — what do they say to each other, unprompted, in specialist forums and on social media at 10pm after a long run?
That i…
Original Research
The ICG
· Original study ↗
Methodology
Digital Conversation Analysis of organic consumer posts on Twitter/X and Reddit running communities
Methodology documented
Segmentation
Industrymarketing
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Plain Text
HOKA: 17.5% share of voice. Source: The ICG (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/hoka-share-of-voice-wave1
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<blockquote cite="https://lighthousedata.io/data/hoka-share-of-voice-wave1" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>17.5%</strong> -- share of voice for HOKA<br><small>Source: The ICG (2025) · <a href="https://lighthousedata.io/data/hoka-share-of-voice-wave1" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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