The birth of platform shoes that defy convention. The trajectory of innovative footwear that liberates you from gravity
2009 | ANNECY, FRANCE | Jean-Luc Diard, Nicolas Mermoud
When running down steep mountainous terrain, the strain on a runner's knees and ankles is immeasurable. What if you could defy gravity and soar down the slopes as lightly as a bird...? It is from this desperate yearning of extreme trail runners that these unusually shaped shoes, boasting overwhelming volume, were born. In today's street fashion scene, HOKA, with its distinctive silhouette, has captivated fashion-conscious individuals, and it is more than just a sneaker. This brand, formerly known as HOKA ONE ONE, is a history of mavericks who challenged the conventional wisdom of "thin soles" that dominated the running shoe world at the time, establishing an entirely new concept.
The brand was born in 2009 in Annecy, France, a place of magnificent natural beauty nestled in the French Alps. Founders Jean-Luc Diard and Nicolas Mermoud were both top-class trail runners and true sportsmen with long careers at major outdoor brands. Their theme was extremely simple: "Can we descend challenging mountains longer, faster, and more enjoyably?" Having pushed their bodies to the limit in numerous mountain races, they understood better than anyone the serious damage to the legs during downhill long-distance running.
At the time, the industry was swept up in a trend of making shoe soles as thin as possible, a so-called "minimalist ≈ barefoot feel." However, the two turned their backs on this trend and devised an unconventional thick-soled structure that could be called the complete opposite, or "maximalist." Focusing on the buoyancy of surfboards and powder skis, they combined supreme cushioning with propulsion from a cradle-like shape (meta-rocker structure). The shoes, which enabled a light and agile stride that made you forget gravity, were truly a revolutionary invention.
By the way, the original brand name, HOKA ONE ONE, is a unique name derived from a Maori word meaning "Let's fly." From its inception, true to its name, the unprecedented feeling of soaring through the air while wearing these shoes has captivated many runners. Initially a niche product aimed at a select group of trail runners and ultramarathon competitors, its overwhelming fatigue-reducing effect gradually reached the ears of road runners, and its popularity exploded among everyone from top athletes to recreational runners.
Born from the pursuit of high functionality, HOKA boasts a voluminous, chunky form. Its functional beauty, designed for battling extreme environments, eventually resonated with discerning fashion industry professionals. Today, HOKA collaborates with various cutting-edge brands and has become widely recognized as a staple lifestyle shoe for walking on urban asphalt. Even after changing its name to HOKA in 2022, its pure passion for improving athlete performance transcends the boundaries of its field, continuing to powerfully support our feet as an iconic presence that leads the times.