HOKA running shoes

HOKA (originally Hoka One One) was founded in 2009 in Annecy, France, by Nicolas Mermoud and Jean-Luc Diard, both former employees of the sporting goods giant Salomon. The brand's name is derived from a Māori phrase meaning "to fly over the earth," reflecting the founders' goal of creating a shoe that allowed for a "flying" sensation during downhill running. Unlike the minimalist trend of the late 2000s, HOKA pioneered the "maximalist" shoe category, featuring oversized midsoles with superior cushioning that initially gained a cult following among ultramarathoners.

In 2013, the brand was acquired by the American corporation Deckers Brands. Under Deckers' stewardship, HOKA transitioned from a niche trail-running brand to a global athletic and lifestyle powerhouse. While the brand maintains its design and innovation headquarters in Goleta, California, its manufacturing is decentralized. HOKA products are primarily produced in China and Vietnam, which handle the majority of the brand's high-tech sole molding and assembly, with additional production facilities located in Cambodia, Indonesia, the Dominican Republic, and the Philippines.

As of 2026, HOKA continues to operate as a core subsidiary of Deckers Brands, which also owns UGG and Teva. The brand has expanded significantly into road running, hiking, and casual lifestyle footwear, becoming one of the fastest-growing names in the global footwear industry.