Who Owns HOKA?

Nicolas Mermoud and Jean-Luc Diard founded HOKA in 2009 in Annecy, France, near Chamonix in the French Alps. Both founders were former Salomon employees with deep experience in trail running and product development. The name HOKA comes from the Maori language phrase meaning "to fly." The brand was originally called Hoka One One.

The founders sought to design a shoe that allowed for faster downhill running. Their first model, the Mafate, featured an oversized outsole with more cushion than other running shoes at the time. This "maximalist" approach ran counter to the minimalist shoe trend that dominated running in 2009. The shoe's thick midsole provided cushioning and stability without excessive weight.

In December 2009, Mermoud presented the Mafate to Mark Plaatjes, co-founder of Boulder Running Company and 1993 world marathon champion. Plaatjes agreed to a test run and immediately liked the concept. Boulder Running Company bought 770 pairs, the majority of Hoka's initial production run of 1,000 pairs from a Chinese factory.

In 2010, the founders approached ultra-runner Karl Meltzer with a pair. Meltzer tested the shoe and within three months revoked his sponsorship with La Sportiva to sign with HOKA. This early adoption by elite ultra-runners helped establish the brand's credibility in the trail running community.

Deckers Outdoor Corporation (now Deckers Brands) took an initial stake in HOKA in July 2012 and completed the acquisition by April 2013. Jim Van Dine, who had previously sold footwear brand Ahnu to Deckers in 2009, helped facilitate the acquisition. The purchase price was not disclosed. At the time of acquisition, HOKA was managed out of Deckers' Richmond, California office with approximately seven employees.

Under Deckers' ownership, HOKA expanded from trail running into road running, hiking, fitness, and lifestyle footwear. The brand also introduced apparel and accessories. HOKA's product line includes franchise families such as the Clifton, Bondi, Speedgoat, and Mach series.

Diard began developing the concept of a high-stack road-racing model with a carbon-fiber plate at HOKA's Annecy office in 2014. Nike beat HOKA to market with the Vaporfly 4% in 2017, but HOKA introduced the Evo Carbon Rocket in late 2018. Cam Levins wore a prototype when he broke Canada's national marathon record, and Scott Fauble wore them to place seventh in the 2019 Boston Marathon in 2:09:09.

HOKA's revenue growth under Deckers has been substantial. The brand grew from approximately $1.81 billion in fiscal year 2024 to $2.23 billion in fiscal year 2025 to $2.59 billion in fiscal year 2026. HOKA is now the fastest-growing brand in Deckers' portfolio and accounts for approximately 47% of total company revenue.

The brand dropped "One One" from its name and is now stylized as HOKA. The company maintains an advanced product development office in Annecy, France, while corporate operations are based in Goleta, California.