In just over a decade, HOKA has managed to establish its technology and aesthetics in the challenging world of trail running. This success paved the way for the brand’s expansion into various other disciplines, making HOKA a key player in current innovation.
Here, we delve into the lesser-known history of the brand through some intriguing facts.
Where is HOKA from?
HOKA originated in the French Alps, its name comes from New Zealand, and its headquarters are currently in Gaviota, California.
The origin of the name HOKA
The brand’s original name, HOKA One One (pronounced Hoka oh-ney oh-ney), is a Māori expression meaning “to fly over the earth.” Though now abbreviated to HOKA, the original meaning remains alive in the brand’s motto, Fly, Human, Fly.
Who founded HOKA?
Nicolas Mermoud and Jean-Luc Diard, two mountain and trail running enthusiasts with experience in outdoor and ski brands. Nicolas achieved impressive results in ultramarathons, such as third place in the 2007 Ultra-Trail du Mont-Blanc® and victory in the 2013 UBER ROCK50.
How did HOKA begin?
The 2007 Ultra-Trail du Mont-Blanc® was the seed for HOKA’s creation. After leading the race for 16 hours, Nicolas felt his legs tiring. Jean-Luc, part of his support team, proposed designing footwear that could help maintain optimal performance for longer. This became HOKA’s philosophy: crafting equipment as a high-performance tool rather than a simple extension of the foot.
HOKA and maximalism
The concept of maximalism, already influential in sports like golf, skiing, and cycling, revolutionized trail running thanks to HOKA. Drawing inspiration from the oversized wheels of downhill mountain bikes, they created shoes with enhanced cushioning, perfect for tackling descents—one of the most decisive and enjoyable aspects of trail running.
HOKA’s innovation quickly expanded into other fields such as triathlons, road running, and training, offering products that blend performance and comfort for a variety of activities.
HOKA Mafate: The first sneaker
Their first sneaker, HOKA Mafate, was named after a volcano on the island of Réunion, a trail runner’s paradise. It remains one of the brand’s flagship lines.
HOKA and Deckers
In 2010, HOKA introduced its products to the U.S. market and entered a strategic partnership with Deckers, the group behind brands like UGG, Teva, and Ahnu. This alliance fueled its global growth, establishing HOKA as a leader in sports footwear.
HOKA’s commitment to sustainability
HOKA prioritizes sustainability, with 97% of the fibers used in its products being recycled, renewable, or naturally sourced. Additionally, Deckers ranks among Newsweek’s top U.S. green companies.
HOKA and carbon fiber since 2018
Since 2014, HOKA has led innovation with designs such as the HOKA Evo Carbon Rocket, its first carbon-plated shoe, launched in 2018.
HOKA’s technology
HOKA’s technology is based on three pillars:
- Cushioned midsoles, perhaps the brand’s most iconic feature, offering lightweight shock absorption and protection.
- Active Foot Frame, providing unmatched support on any terrain.
- MetaRocker, enabling smooth, dynamic transitions with every step.
HOKA and collaborations
The brand’s unique style has caught the eye of designers like Moncler, Satisfy, Nicole McLaughlin, Paria Farzaneh, and Brain Dead, resulting in innovative collaborations that redefine the aesthetics and functionality of athletic footwear.
