Jean-Luc Diard

Jean-Luc Diard co-founded HOKA in 2009 after decades at Salomon, where he developed the first shaped ski and served as CEO. As VP of Innovation at Deckers Outdoor Corporation, he revolutionized running with HOKA's oversized midsoles, now a $2.5 billion brand.

1 Episode

Episodes

EP 805

HOKA: Jean-Luc Diard and Nicolas Mermoud. The “Clown Shoe” That Became a $2B Bonanza

Jean-Luc Diard

HOKA

Two French sports executives left comfortable corporate jobs to create a running shoe that looked like a "clown shoe"—with an absurdly thick midsole. Runners mocked it until they tried it. The Hoka's plush cushioning reduced fatigue and made downhill running feel effortless. Despite 98% of retailers rejecting the design, word spread through ultrarunners. A partnership with Deckers Brands accelerated growth, transforming a $3 million startup into a $2 billion giant by making "maximalist" running mainstream.

Feb 2, 202655 min

Related Companies

HOKA

HOKA, founded in the French Alps in 2009, makes running shoes for trail, road, and fitness. The brand is known for maximal cushioning and lightweight design, using three core technologies: Cushioned Midsole, Active Foot Frame, and MetaRocker to deliver comfort and speed.

1 episode