HOKA

HOKA is a performance footwear brand known for maximal cushioning and lightweight design, founded in 2009 and acquired by Deckers Brands in 2012. The brand was established in Annecy, France, by Jean-Luc Diard and Nicolas Mermoud, who sought to create running shoes that reduced fatigue and improved downhill running performance. Their oversized midsoles, initially mocked as 'clown shoes,' found an enthusiastic audience among ultrarunners and eventually transformed the running industry.

By 2013, HOKA had gained enough traction to attract the attention of Deckers Brands, a California-based footwear conglomerate that acquired the company. Rather than absorbing HOKA into its existing portfolio, Deckers allowed the brand to maintain its contrarian DNA and independent design philosophy. This partnership unlocked mainstream distribution through REI, specialty running stores, and eventually mass retail channels.

Today, HOKA is a multi-billion-dollar brand that pioneered the 'maximalist' running trend. What began as a niche product for ultrarunners has become a dominant force in athletic footwear, with HOKA's thick midsoles now influencing designs across the entire running shoe industry. The brand continues to innovate under the leadership of its founders, who remain actively involved in product development and brand strategy.