Hoka

Hoka, often referred to as Hoka One One, is an athletic shoe company founded in 2009 by Nicolas Mermoud and Jean-Pierre Hippolyte in Annecy, France. The company is now headquartered in Goleta, California. Hoka is known for its distinctive, oversized midsoles that provide exceptional cushioning and support. This design philosophy was initially developed to improve downhill running performance by offering greater shock absorption.

The brand's early focus was on trail running shoes, but it has since expanded its product line to include road running shoes, hiking boots, and apparel. Hoka's innovative approach to footwear, particularly its maximalist cushioning, has gained a significant following among runners of all levels, from elite athletes to recreational enthusiasts. The company emphasizes comfort, performance, and injury prevention in its product development.

Hoka's distinctive aesthetic, characterized by its thick midsoles and often vibrant colorways, has also made it a recognizable name in the athletic footwear market. The brand has experienced rapid growth since its inception, becoming a major player in the global running shoe industry.