Founded in 2009, Hoka is the result of the expertise of Nicolas Mermoud, a French trail runner, and Jean-Luc Diard, a sportswear and running sneaker insider, to conceive an outdoor sneaker proofed for the demanding Alps terrain. Their goal was to create a sneaker to guarantee ease and safety from downhill to post-recovery runs, satisfied by the signature oversize EVA midsole, characterizing functionally and aesthetically the brand’s sneakers. Read more…
When Nicolas Mermoud’s background, deeply rooted in sports, athletic and outdoor, collided with Jean-Luc Diard’s sportswear know-how – who went from intern to CEO at Salomon – the combination was tried-and-tested to resolve some critical needs in the realm of running sneakers. Hoka opened to resolve a specific problem: the impact of steep downhill on a runner's body. The solution was found in the introduction of its oversized midsole, made of high-quality EVA foam, ensuring superior cushioning and securing the runner’s stability. This oversized midsole became a hallmark of the sneaker brand, giving athletes the feeling of floating, guiding the foot through a smooth and rolling motion, summarized in the name Hoka, which means “flying over the earth” in Maori. This solution has been applied to a wide range of products aimed at all-level runners, satisfying different terrains’ needs till the overflow in urban landscapes and daily use, making Hoka one of the favorite labels in the gorpcore bubble. Hoka’s signature features, spanning from performance-enhancing specifics to daily-proofed comfort, lead to some nearly infallible design series, like the Bondi, headed by the Hoka Bondi 8. Hoka’s cutting-edge design has been disruptive to the market, impacting the performance footwear world as much as the fashion system, pioneering bulk shoes and maximalist sneaker aesthetics and influencing haute couture footwear designs. Cushioning and shock absorption systems are common features in Hoka’s designs. The Hoka Clifton is lighter and favors agility compared to the aforementioned Bondi, suitable for long-road runs. The Hoka Mafate is more inclined to perform as a trail running sneaker instead of a mixed-use performance and recovery. The signature French label’s comfort sole has been applied to a wider range of products, from recovery slips to slides and sandals, like the Hoka Hopara, while the newly launched Hoka Tor inherited the hiking boots’ traditional aesthetics juxtaposing technical advancement with the classic metal eyelet hardware and rubber mudguard.