HOKA

Hoka, officially known as Hoka One One, is a sportswear company specializing in the design and marketing of running shoes.

The company was founded in 2009 in Annecy, France, by former Salomon employees Nicolas Mermoud and Jean-Luc Diard.

Their goal was to create a shoe that allowed for faster downhill running, leading to the development of models with oversized outsoles and enhanced cushioning, contrasting with the minimalist shoe trend at the time.

The name “Hoka One One” is derived from a Māori phrase meaning “fly over the earth.”

The brand initially gained popularity among ultramarathon runners due to its maximalist design, offering increased cushioning and inherent stability.

Over time, Hoka expanded its product line to include footwear for road, trail, and all-terrain activities, maintaining features like a low weight-to-cushion ratio and midsole geometry designed to promote efficient strides.

In 2013, Hoka was acquired by Deckers Brands, the parent company of other footwear brands such as UGG and Teva. Following the acquisition, Hoka’s headquarters were established in Goleta, California, USA.

As of 2024, Hoka has experienced significant growth, with revenues surpassing $1 billion.

The brand’s appeal has broadened beyond hardcore trail runners to include a diverse global customer base, encompassing everyday runners, celebrities, and even politicians like U.S. President Joe Biden.

This expansion reflects Hoka’s successful transition into both performance and lifestyle markets.

Hoka continues to focus on innovation and strategic partnerships, aiming to sustain its growth and further establish its position in the athletic footwear industry.