If you've seen targeted ads for Hoka sneakers served to you on social media that seem too good to be true, they probably are.
It's a warning we first issued in the summer of 2023, as scams ran rampant across social media. Unfortunately, they're starting to pick up steam again, particularly on TikTok.
Scammers will clone imagery from legitimate retailers in an attempt to pass themselves off as genuine and certified sellers of the beloved—and typically expensive—shoe brand, luring in unsuspecting browsers with unbelievable sale prices and, ultimately, farming their personal and financial information.
For example, in the image below, an account purporting to be Dick's Sporting Goods advertised a contract termination with the brand on Facebook, alleging that the well-known store was clearing out its inventory at just under $20 a piece.
Sponsored ads on TikTok are currently utilizing FOMO to pressure viewers into buying quickly, without overthinking it, by advertising "limited time" pricing.
By name, they appear to come from an official Hoka-run account, but if you click the purchase link, it drives to an unfamiliar "Sports Shoes Promotion" URL.
TikTok screenshot via author.
TikTok screenshot via author.
If you reach the checkout process from an ad like this, you likely won't ever see the delivery of any product. If you receive anything at all, it's like to be a mere, cheaply-made knockoff. But your credit card number, billing address, and potentially more personal information will have fallen into the hands of fraudsters, leaving you vulnerable to identity theft.
While Hoka sneakers are the subject of this particular example, these kinds of scams can feature any products. Here are a few other things to look out for to identify fraudulent ads:
Typos and grammatical errors, especially in the brand's nameInexplicably low pricesA web address that mimics, but does not match, a well-known brand, or does not match the website that was listed in the advertisement A site that appears to have been built quickly and without care A lack of customer reviews A lack of corporate address or other contact information on the websiteA push to pay with methods other than a credit card, and a lack of credit card brand verifications on the checkout pageAn invalid security certificate (for example, if there is no "s" where it normally says "https" in the web address)Many brands, like Hoka, list all authorized retailers on their site, so you can confirm ahead of time if the one you're browsing is legit. At the end of day, it's important to trust your gut. If it feels too good to be true, it probably is.
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