Hoka
Deckers Brands · France
Hoka is a running shoe brand founded in Annecy, France, in 2009 by former Salomon employees Nicolas Mermoud and Jean-Luc Diard. Famous for its oversized, highly cushioned midsoles, it has been owned by Deckers Brands, the parent of UGG, since 2013.
| Founded | 2009, Annecy, France |
|---|---|
| Founders | Nicolas Mermoud, Jean-Luc Diard |
| Owner | Deckers Brands (since 2013) |
| Sister brands | UGG, Teva |
| Known for | Maximal cushioning |
| Website | hoka.com |
What is Hoka?
Hoka (formerly Hoka One One) makes running, hiking and walking footwear along with apparel and accessories. Its stated purpose is to "inspire people to move". The brand belongs to the US footwear group Deckers Brands, which also owns UGG and Teva. Its product categories, listed on its own website, range from road and trail running to gym training, active recovery and footwear designed for medical professionals.
History
Nicolas Mermoud and Jean-Luc Diard, both formerly at Salomon, founded the brand in Annecy in 2009. They wanted a shoe that would let runners descend mountains faster, and designed an oversized midsole that offered more cushioning than conventional shoes. Ultramarathon runners were the first to adopt it, at a time when minimalist running shoes were in fashion. Deckers acquired the company on 1 April 2013. In December 2021 the brand dropped "One One" from its name. The brand initially built its business in the United States, with an early base in Richmond, California. In 2016 it extended into the track with its first middle-distance running spikes, the Speed Evo R, showing its ambition beyond trail and road running.
Products and positioning
Hoka is synonymous with maximal cushioning, but its range now covers many uses:
- Road running shoes such as the Clifton, Bondi and Mach
- Trail shoes including the Speedgoat and Challenger
- Hiking, walking and recovery footwear
- Shoes for nursing and medical professionals
- Track spikes and apparel
Business model and distribution
Hoka sells through specialist running and outdoor retailers and other wholesale partners, alongside direct sales through its own website. Its appeal to both serious runners and people who spend long hours on their feet has broadened the brand well beyond its trail origins.
Why it matters
Hoka changed the running shoe market by making heavily cushioned designs mainstream, a direction many competitors later followed. Under Deckers it has grown into a major name for running specialists and sporting goods buyers.
Frequently asked questions
Who owns Hoka?
Hoka has been owned by Deckers Brands since April 2013. Deckers is a listed US footwear company that also owns UGG and Teva.
Is Hoka a French brand?
Hoka was founded in Annecy, France, in 2009 by two former Salomon employees. Since its acquisition by the American company Deckers Brands in 2013, it has been run as part of a US group.