Hoka

Hoka is a sports shoe brand founded in 2009 near Annecy by two trail running enthusiasts, Nicolas Mermoud and Jean-Luc Diard, with the ambition of creating “maximalist” shoes with generously cushioned soles while remaining lightweight. Acquired in 2013 by Deckers Brands, it quickly established itself among ultramarathoners before conquering a wider audience—runners, walkers, and even lifestyle enthusiasts—thanks to its extreme comfort, stability, and distinctive style.