Deckers Outdoor (DECK) stock fell 49% this year. This decline ended the company's nine-year streak of annual gains.
Investors attribute the downturn primarily to concerns over brand growth sustainability. Specifically, fears center on the Ugg brand's waning trend cycle. Additionally, investors worry the HOKA brand is approaching market saturation.
External factors also pressured the stock, including tariff challenges and increased competition from rivals such as Nike and On Holdings. Investor confidence weakened after Deckers issued fiscal 2025 revenue guidance of $5.35 billion. This figure fell short of the $5.5 billion consensus estimate.