New York, Feb 1, 2026, 06:50 EST — Market closed
- Deckers shares jumped 19.4% on Friday following an upgraded fiscal 2026 outlook from the company.
- The company highlighted robust full-price sales and announced it expects buybacks for the fiscal year to top $1 billion.
- Attention now turns to tariffs, demand resilience, and if the rally holds once U.S. markets reopen Monday.
Shares of Deckers Outdoor Corp jumped 19.4% to close at $119.34 on Friday, following the company’s upward revision of its full-year outlook. Deckers owns brands like Hoka running shoes and UGG boots.
The rally matters because investors are trying to gauge where consumers will be in 2026—and identify which brands can grow without relying on discounts. Footwear stocks have been tossed around by tariff chatter and spotty demand.
Deckers offers a relatively clear signal on premium spending. Its stock move cuts through a busy earnings season for retail and apparel, where guidance has largely driven momentum.
An SEC filing revealed net sales climbed 7.1% to $1.958 billion in the fiscal third quarter ended Dec. 31. Direct-to-consumer sales, through Deckers’ own stores and websites, rose 8.1%, while wholesale revenue increased 6.0%. Hoka posted an 18.5% jump to $628.9 million, and UGG grew 4.9% to $1.305 billion. “UGG and HOKA each delivered high levels of full-price selling,” said CEO Stefano Caroti. The company lifted its fiscal 2026 guidance, projecting net sales between $5.400 billion and $5.425 billion, with earnings per share expected in the range of $6.80 to $6.85. Deckers also plans share repurchases exceeding $1.0 billion this year. (SEC)
Deckers trimmed its forecasted net tariff impact on fiscal 2026 earnings to roughly $25 million, down from the previous $55 million to $75 million range, Reuters reported. The revision came after customers absorbed the price increases designed to counteract duties. The company had suspended its annual outlook in May but brought it back in October amid shifts in the sector — with Nike navigating a turnaround, Puma facing margin hits from heavier promotions, and Adidas showing signs of a rebound. J.P. Morgan analysts described the resilience at Deckers and Adidas as “good news for Asics and the overall sportswear industry.” Dana Telsey of Telsey Advisory Group noted investors will be watching for “sustained momentum across channels and brands.” Reuters also noted Deckers’ 12-month forward price-to-earnings ratio stands near 14.6. (Reuters)
The buyback story remains relevant. Repurchases boost earnings per share by cutting the number of shares, yet they also spotlight cash flow concerns if growth slows down.
Friday’s surge doesn’t settle the debate over tariffs and demand. Should trade rules change once more or retailers ramp up discounts, margins and inventories could quickly head into turbulent territory.
U.S. markets are closed Sunday, so all eyes turn to Monday, Feb. 2, when analysts are expected to weigh in again and traders watch if DECK can maintain its gains from Friday’s close. The key date ahead is March 31, marking Deckers’ fiscal year-end, when the company will report fourth-quarter results revealing how UGG demand and tariff assumptions played out at year-end.
