HOKA

HOKA was founded in 2009 in Annecy, France, by Nicolas Mermoud and Jean-Luc Diard — two former Salomon employees who wanted to create a shoe that would let them run downhill faster and with more control. Their solution was radically counterintuitive at the time: an oversized, heavily cushioned midsole that provided extraordinary shock absorption and a meta-rocker geometry that propelled the foot forward. The brand's name comes from the Māori language phrase "hoka one one," meaning "to fly over the earth."

The brand's timing was perfect. The maximalist cushioning movement, pioneered by HOKA, arrived just as the minimalist barefoot-running trend was fading and runners were seeking relief from impact-related injuries. The Clifton — launched in 2014 — became the brand's breakout model, combining plush cushioning with surprising lightness that appealed to both ultra-marathoners and everyday joggers. The Bondi, with even more cushioning, became a favorite among nurses, retail workers, and anyone standing on hard surfaces all day. The Speedgoat, named after legendary ultrarunner Karl "Speedgoat" Meltzer, dominates technical trail racing.

In less than 15 years, HOKA has grown from a niche French startup to a billion-dollar global brand (acquired by Deckers Brands in 2013). Its chunky, instantly recognizable silhouette has transcended performance running into lifestyle fashion, worn everywhere from marathon finish lines to fashion weeks. Collaborations with brands like Moncler, Satisfy, and Bodega have accelerated this crossover, while the brand continues to push cushioning boundaries with proprietary foams and geometries that define the maximalist running revolution.