July 26 (Reuters) - Deckers Outdoor ( DECK ) shares

jumped 11% to $932 before the bell on Friday after the

sportswear company raised its annual profit forecast, betting on

full-price sales of its hot-selling Hoka running shoes and UGG

boots.

Products from brands such as Hoka and Tennis star Roger

Federer-backed On Holding, like the Clifton 9 and

Cloudmonster 2 that are known for their extra cushion and

durability, have largely resonated with customers, mainly in the

running category.

Retailers such Dicks Sporting Goods ( DKS ) and Nordstrom ( JWN )

have responded by offering more shelf space for those

brands while trimming down on Nike's ( NKE ) products, which are

lagging in terms of innovation and appeal to customers.

Deckers, which has poured money into product innovation, has

launched various new styles under Hoka with franchises such as

Mach and Transport, resulting in a nearly 30% rise in sales in

the first quarter.

"Hoka remains focused on driving demand through model

updates, special collaborations and limited-edition launches,

which bring incremental demand and often sell out," Telsey

Advisory Group analyst Dana Telsey said.

The UGG banner also had a 14% jump in sales. Wedbush analyst

Tom Nikic wrote in a note that there has been less discounting

with the brand and it appears to be taking a share in the sandal

market.

Deckers now expects annual profit in the range of $29.75 to

$30.65, compared with its previous forecast of $29.50 to $30.

"Continued full-priced selling should support both the top

line and earnings, even while the company invests in

top-of-funnel marketing to grow awareness and expand

direct-to-consumer," Barclays analyst Adrienne Yih said.

In the first quarter, Deckers' net sales were $825.3

million, topping LSEG estimates of $807.9 million. Its earnings

per share of $4.52 also beat expectations of $3.48.