HOKA ONE ONE (HOKA) was founded in 2009 by Nicolas Mermoud and Jean-Luc Diard, two former Salomon employees. The brand initially gained attention for its oversized outsoles, which provided superior cushioning and stability. These features departed from the minimalist shoe trend of the time and aimed to enhance the running experience, particularly on trails.
The name "HOKA ONE ONE" is derived from a Maori phrase meaning "to fly over the earth.". It is known for its maximalist approach, featuring thick midsoles that offer excellent cushioning and a unique Meta-Rocker design that promotes a smooth ride. Therefore, HOKA gained a strong following in the ultra-running community for its shoes' ability to reduce fatigue and provide comfort over long distances.
In 2013, HOKA was acquired by Deckers Brands, the parent company of other popular footwear brands like UGG and Teva. The company targeted the acquisition to expand into the performance athletic footwear market and capitalize on HOKA's innovative designs and growing popularity among runners.
The acquisition of HOKA has been a strategic success for Deckers, contributing to the company's overall growth and reinforcing its position as a leader in the footwear industry. Since the acquisition, HOKA has seen substantial growth in both sales and market presence. The brand has expanded its product line to include a wider variety of running shoes, hiking boots, and lifestyle footwear. In addition, Deckers has leveraged its marketing and distribution channels to increase HOKA's brand awareness and availability, leading to a broader customer base.
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