Hoka (stylized as HOKA and formerly known as Hoka One One) is a French sportswear company that designs and markets running shoes. It was founded in 2009 in Annecy, France, and had been based in Richmond, California, United States, before it was acquired by Deckers Brands in 2013. Hoka first gained attention in the running industry by producing shoes with oversized midsoles, dubbed "maximalist" shoes, in contrast to the minimalist shoe trend that was gaining popularity at the time.
History
The company was founded in 2009 by Nicolas Mermoud and Jean-Luc Diard, former Salomon employees. They sought to design a shoe that allowed for faster downhill running, and created a model with an oversized outsole that had more cushion than other running shoes at the time.[2] The shoes are named after the Māori language phrase meaning "to fly".[3]
The shoes were initially embraced by ultramarathon runners due to their enhanced cushion and inherent stability; however, they quickly gained popularity among other runners for offering maximum cushion and minimal weight.