For most investors, how much a stock's price changes over time is important. Not only can it impact your investment portfolio, but it can also help you compare investment results across sectors and industries.
FOMO, or the fear of missing out, also plays a role in investing, particularly with tech giants and popular consumer-facing stocks.
What if you'd invested in Deckers (DECK) ten years ago? It may not have been easy to hold on to DECK for all that time, but if you did, how much would your investment be worth today?
Deckers' Business In-Depth
With that in mind, let's take a look at Deckers' main business drivers.
Founded in 1973 and headquartered in Goleta, California, Deckers Outdoor Corporation is a leading designer, producer and brand manager of innovative, niche footwear and accessories developed for outdoor sports and other lifestyle-related activities. The company sells products primarily under three proprietary brands — UGG, HOKA and Other brands (mainly comprised of Teva, AHNU and Koolaburra).
Its products are sold through specialty domestic retailers, international distributors and directly to end-users through its websites and catalogs. The company sells directly to global consumers through the Direct-to-Consumer (DTC) channel, which is comprised of e-commerce websites and retail stores. The brands are sold worldwide, including in the United States, Canada, Europe, Asia-Pacific and Latin America.
The UGG brand (50.8% of fiscal 2025 total revenues) has proven to be a highly resilient line of premium footwear, apparel and accessories with expanded product offerings. The company intends to continue diversifying the brand to drive year-round product sales through the expansion of women’s spring and summer footwear, men’s products and apparel, home goods and accessories.
The HOKA brand (44.8% of fiscal 2025 total revenues) is an authentic, premium line of year-round performance footwear, apparel and accessories.
The company's Other brands (4.4% of fiscal 2025 total revenues) is a casual footwear fashion line using sheepskin and other plush materials.
Bottom Line
Putting together a successful investment portfolio takes a combination of research, patience, and a little bit of risk. For Deckers, if you bought shares a decade ago, you're likely feeling really good about your investment today.
A $1000 investment made in January 2016 would be worth $14,547.43, or a 1,354.74% gain, as of January 9, 2026, according to our calculations. Investors should note that this return excludes dividends but includes price increases.
In comparison, the S&P 500's gained 260.11% and the price of gold went up 289.37% over the same time frame.
Going forward, analysts are expecting more upside for DECK.
Deckers is sustaining strong momentum, driven by the continued success of its HOKA and UGG brands. HOKA is expected to grow in the low-teens percentage range, while UGG is forecast to expand in the low-to-mid single digits, each poised to exceed $2.5 billion in annual sales. Its disciplined execution, balanced omni-channel strategy and focus on premium product positioning support consistent growth across markets. We foresee year-over-year increases of 13.1% and 4.7% in net sales for the HOKA and UGG brands, respectively, in fiscal 2026. International expansion is accelerating brand reach and diversification, while operational efficiency and cost control reinforce profitability. However, it faces rising margin pressure in fiscal 2026 from higher tariffs, weaker DTC trends, increased SG&A costs, and elevated inventories heightening markdown risk.
Over the past four weeks, shares have rallied 5.92%, and there have been 1 higher earnings estimate revisions in the past two months for fiscal 2025 compared to none lower. The consensus estimate has moved up as well.
Want the latest recommendations from Zacks Investment Research? Today, you can download 7 Best Stocks for the Next 30 Days. Click to get this free report
Deckers Outdoor Corporation (DECK): Free Stock Analysis ReportThis article originally published on Zacks Investment Research (zacks.com).
Zacks Investment Research
