HOKA ONE ONE's Slogans & Taglines

Hoka (stylized as HOKA and originally founded as Hoka One One) is a premier global performance footwear brand that commands monumental market equity as a pioneer of the maximalist running shoe movement. Founded in 2009 in Annecy, France, by former Salomon employees Nicolas Mermoud and Jean-Luc Diard, the brand permanently disrupted the athletic industry by introducing shoes with engineered, oversized midsoles and maximum cushioning—a radical, high-comfort alternative to the minimalist trends of the era. Derived from a Māori phrase meaning "to fly over the earth," Hoka quickly scaled from a niche favorite among elite ultramarathoners to a mainstream fitness, trail, and lifestyle phenomenon. Today, the high-margin athletic asset operates as a powerhouse flagship subsidiary of Deckers Brands (NYSE: DECK), which acquired the company in 2013 and spearheads its global operations from Goleta, California. The brand drives massive international revenue—generating a record $2.58 billion in net sales for fiscal year 2026—anchored by celebrated, technology-driven product lines such as the Clifton, Bondi, and Speedgoat series. Utilizing Deckers' extensive global logistics, premium wholesale accounts, and an accelerated direct-to-consumer (DTC) omnichannel framework, Hoka mass-distributes its premium running, trail, and lifestyle footwear to specialty retailers and digital platforms across the globe.