Ahnu
Deckers Brands · United States
Ahnu is an American footwear brand founded in 2007 and owned by Deckers Brands. Originally a maker of hiking boots, yoga shoes and sandals, it was revived by Deckers in 2024 as a higher-priced performance sneaker brand.
| Founded | 2007 |
|---|---|
| Parent company | Deckers Brands |
| Acquired by Deckers | 2009 |
| Relaunch | Announced 2024 |
| Website | ahnu.com |
What is Ahnu?
Ahnu is a United States footwear label that began in 2007 as a maker of recreational footwear, including hiking boots, yoga shoes and sandals. It was acquired by Deckers Outdoor in 2009, joining the group that also owns Hoka and UGG.
History
Under Deckers, Ahnu remained a niche outdoor brand and was shut down in 2018. In early 2024 Deckers announced it would bring the label back. On an earnings call, chief executive Dave Powers described the new Ahnu as a "super sneaker brand" spanning several categories and intended to draw on the strengths of Hoka and UGG.
Products and positioning
The original range centred on trail and hiking footwear sold through outdoor retailers and the brand's own website. The relaunched line targets a more affluent consumer, with sneakers priced in the mid-200 US dollar range, moving Ahnu from functional outdoor wear towards fashion-led performance footwear.
Why it matters
Ahnu is an example of a large footwear group reviving a dormant label rather than building a new brand from scratch. Its repositioning reflects the wider convergence of outdoor, performance and lifestyle sneakers that has driven growth at Hoka.
Frequently asked questions
Who owns Ahnu?
Ahnu is owned by Deckers Brands, the company behind Hoka and UGG, which acquired it in 2009.
What does Ahnu make?
Ahnu began with hiking boots, yoga shoes and sandals and was relaunched in 2024 as a premium sneaker brand.