Hoka produces both low-profile and max-cushion shoes for road, trail, and all-terrain throughout its product line, Hoka shoes retain features like a low weight-to-cushion ratio and midsole and outsole geometry designed to promote inherent stability and an efficient stride. The magazine also stated that Hoka, as a shoemaker, is " in a league of their own".
In 2023, it was stated in Men's Health Magazine that the main reason why runners and other people like Hoka's so much is for their "combination of high comfort and lightweight materials". Hoka was purchased on Apby Deckers Brands, the parent company for UGG, Teva and other footwear brands. The brand's original, highest-cushion models are now accompanied in the Hoka lineup by lighter-weight shoes that retain much of the brand's signature cushion, and even lightweight training and racing shoes and track spikes. The shoes were initially embraced by ultramarathon runners due to their enhanced cushion and inherent stability however, they quickly gained popularity among other runners for offering maximum cushion and minimal weight. The shoes are named after the Māori language phrase loosely meaning "fly over the earth".
The company was founded by Nicolas Mermoud and Jean-Luc Diard, former Salomon employees, in 2009, when they sought to design a shoe that allowed them to run downhill faster, and created a model with an oversized outsole that had more cushion than other running shoes at the time. Hoka first gained attention in the running industry by producing shoes with oversized outsoles, dubbed "maximalist" shoes, in contrast to the minimalist shoe trend that was gaining popularity at the time.
It was founded in 2009 in Annecy, France, and has been based in Richmond, California before it was acquired by Deckers Brands in 2013. Hoka One One (stylized as HOKA) is a sportswear company that designs and markets running shoes.
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