Hoka One One

Hoka One One (stylized as HOKA) is a sportswear company that designs and markets running shoes. It was founded in 2009 in Annecy, France, and had been based in Richmond, California 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. The shoes are named after the Māori language phrase meaning "to fly".

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. The brand's original, highest-cushion models are now accompanied in the Hoka lineup by lighter-weight shoes that retain much of the brand's cushion, lightweight training and racing shoes, and track spikes.

Hoka was purchased on April 1, 2013 by Deckers Brands, the parent company for UGG, Teva and other footwear brands.

Products and sponsorships
Hoka produces both low-profile and max-cushion shoes for road, trail, and all-terrain; throughout its product line, Hoka shoes retain features like a low weight-to-cushion ratio and midsole and outsole geometry designed to promote inherent stability and an efficient stride.

The company sponsors a variety of professional runners; its first athletes were primarily trail-ultra runners, but their roster has expanded to include several track & field, triathlon, and road-running athletes. Hoka also has long-term sponsorship deals with the professional training groups HOKA Northern Arizona (NAZ) Elite, based in Flagstaff, Arizona; and the California-based HOKA Aggies Running Club. Hoka is also the former sponsor of the New Jersey New York Track Club. In 2023, Hoka partnered with Runna, a running coach app. Hoka partnered with The Mesa Marathon for the 2024 marathon.

As of June 2024, Hoka sponsors the following track and road runners:


 * Luis Grijalva
 * Aliphine Tuliamuk (NAZ Elite)
 * Hillary Bor
 * Laura Galvan Rodriguez
 * Futsum Zeinsellassie (NAZ Elite)
 * Narve Nordas
 * Abby Nichols (NAZ Elite)
 * Adelle Tracey
 * Adriaan Wildschutt (NAZ Elite)
 * Ahmed Muhumed (NAZ Elite)
 * Alex Masai (NAZ Elite)
 * Alice Wright (NAZ Elite)
 * Amy Cashin
 * Bravin Kiprop
 * Carla Molinaro
 * Cruz Culpepper
 * Duncan Perrillat
 * Efrem Gidey
 * Giovanna Epis
 * Jessica Warner-Judd
 * Jesus Tonatiu Lopez
 * Katie Wasserman (NAZ Elite)
 * Kellyn Taylor (NAZ Elite)
 * Khahisa Mhlanga
 * Krissy Gear (NAZ Elite)
 * Lauren Hagans (NAZ Elite)
 * Matea Kostro
 * Matt Baxter (NAZ Elite)
 * Mercy Chelangat (NAZ Elite)
 * Nick Hauger (NAZ Elite)
 * Olin Hacker (NAZ Elite)
 * Ossama Meslek
 * Paige Wood (NAZ Elite)
 * Rachel Smith
 * Samwel Mailu
 * Silke Jonkman
 * Simon Bedard
 * Steph Bruce (NAZ Elite)
 * Steph Twell
 * Tyler Day (NAZ Elite)
 * Wesley Kiptoo (NAZ Elite)

Hoka also sponsors numerous trail and triathlon athletes.