History
Hoka was founded in 2009 by Jean-Luc Diard and Nicolas Mermoud , two trail running and innovation enthusiasts from the sports industry. The idea behind the brand's creation was born from a simple observation: to improve the performance and comfort of downhill runners by designing a shoe with maximum cushioning and unique geometry.
Inspired by downhill bikes and skis, they developed an oversized sole with a curved shape, offering excellent energy return and a feeling of lightness despite an imposing volume.
Hoka's first model, tested on the technical trails of the Alps, quickly won over trail and ultra-marathon runners. Thanks to its revolutionary approach to running shoe design, Hoka quickly established itself as a must-have brand for athletes seeking comfort, stability and performance on all types of terrain.
Products
Hoka has established itself in the world of running thanks to iconic models that combine maximum cushioning, lightness and efficient propulsion. One of the brand's first successes was the Hoka Mafate , designed for trail running with an oversized sole and excellent grip on technical terrain.
For road racing, the Clifton , launched in 2014, has become a must-have thanks to its perfect balance of comfort and lightness, ideal for long distances. The Bondi , with its ultra-plush cushioning, is popular with runners looking for maximum shock absorption.
On the performance side, the Carbon X , equipped with a carbon fiber plate, marked a turning point by offering dynamic propulsion for marathoners and long-distance runners.
Finally, the Rocket X , even lighter and more responsive, is used by elite athletes looking for speed. These models illustrate Hoka's commitment to pushing the limits of comfort and performance in running.
Technologies
Hoka is recognized for its innovative technologies that provide maximum cushioning and a smooth stride, suitable for both road and trail running.
Its signature feature is the oversized midsole , which uses lightweight foams like PROFLY™ and EVA to absorb shock while providing good energy return.
The brand also incorporates Meta-Rocker geometry , a curved design inspired by rockers that promotes a smooth transition from heel to toe, reducing muscle fatigue. For added stability, select models feature J-Frame™ technology, which guides the foot and limits overpronation without stiffening the shoe.
Finally, for runners looking for dynamism, Hoka offers models with carbon fiber plates , such as the Rocket X, which improve propulsion and performance over long distances. With these innovations, Hoka continues to revolutionize comfort and efficiency in running.
Logo
Hoka’s logo has evolved over the years to reflect the brand’s bold, innovative DNA. When it first debuted in 2009, the brand was called Hoka One One , a name inspired by a Maori phrase meaning “to glide over the earth,” a nod to the exceptionally cushioned feel of its shoes. Its first logo featured the full name in rounded typography and a stylized bird, symbolizing lightness and freedom of movement.
As the brand grew in popularity, Hoka simplified its visual identity by shortening its name to Hoka and adopting a more modern and clean design. Today, the logo retains the iconic bird but focuses on a more dynamic typography, reinforcing its brand image focused on performance and innovation, while remaining true to its heritage of maximum cushioning and ultimate comfort.
Athletes
Hoka has quickly established itself in the world of running by sponsoring some of the best endurance and ultra-trail athletes. Among them, Jim Walmsley is one of the brand's iconic figures, with multiple victories at the Western States 100 and a world record in the 50 miles.
In ultra-trail, Courtney Dauwalter , a legend in the discipline, dominates the most demanding races such as the UTMB and the Hardrock 100 , proving the effectiveness of Hoka shoes over long distances. On the road, Futsum Zienasellassie , champion of the 2023 New York Marathon among American runners, also represents the brand at the highest level.
Hoka also supports world-class distance runners like 5,000-meter specialist and Olympic finalist Luis Grijalva , who benefits from the brand's innovations in propulsion and comfort.
With these elite athletes, Hoka continues to strengthen its reputation as a go-to brand for runners and ultra-marathoners.
