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Deckers stock soars as Hokas keep hitting

The maker of ugly but beloved running shoes can take a victory lap.

10/25/24 10:27AM

Ugly shoe giant Deckers Outdoor — the parent company of UGGs and Teva — jumped by the most since May, after reporting blowout numbers and raising its annual-profit forecast.

Demand is hot, especially for the company’s chunky, orthopedic-looking Hoka running sneakers. Hoka sales were up more than 35% to a record of $571 million during the quarter that ended in September. Company executives spotlighted growing international demand for the brand.

Investors are clearly sold on the story, with the stock handily outpacing the market over the last year as strong earnings have so far justified sky-high earnings expectations.

Deckers can clearly take a victory lap. But, of course, in the hit-based sneaker industry, victory can be fleeting. One need only look at the ongoing travails of Nike — down more than 27% in 2024 — to see that.

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There’s still plenty of money to be made in brainrot. The top 1,000 Roblox creators earned an average of $1.3 million in 2025 — up 50% from the year prior — according to CEO Dave Baszucki on the company’s fourth-quarter earnings call.

Roblox paid out $1.5 billion to creators last year, meaning its top 1,000 creators took home about 87% of the total pool.

Like other creator economy giants, Roblox rewards its biggest creators for their contributions to user engagement. Creator-made titles like “Grow a Garden” and “Steal a Brainrot” substantially boosted playing time over the course of the year. In September, the company increased its developer exchange rate, or the ratio of in-game currency to cash payout, by 8.5%.

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Roblox answers Google’s Project Genie, launching the open beta for its “4D” AI creation tool

Roblox on Wednesday launched the open beta of its “4D” AI creation model, less than a week after the launch of Google’s Project Genie, an AI-powered interactive world generator.

The tool allows users to generate interactive objects that can be used in gameplay, such as a drivable car or a flyable plane, as opposed to static 3D objects.

Roblox’s “4D” system relies on rule sets called schemas that create objects out of multiple parts, allowing cars to have a body and movable wheels, for example.

“We expect to soon include schemas that cover the range of thousands of objects in the real world,” the company said.

The move to bring the tool out of early access and into open beta appears to be a response to Google’s Project Genie, which allows users to generate “playable” worlds out of a text or image prompt. Gaming stocks like Roblox, Take-Two, and Unity Software have dropped in the days since Project Genie’s release, though Wall Street analysts largely believe the market reaction to be unjustified, as interactivity through Google’s tool is limited.

Roblox's 4D creation feature is now available in open beta | TechCrunch