Brand intelligence
HOKA
HOKA is a performance footwear and apparel brand founded in France in 2009 by runners and former Salomon executives Jean-Luc Diard and Nicolas Mermoud. Their original problem was how to run downhill faster and with less fatigue; oversized cushioning, a low weight-to-cushion ratio and rocker geometry became the basis of a distinctive running-shoe system. Deckers acquired the company in 2013 and developed it across road running, trail, hiking and everyday movement. Deckers reports HOKA net sales separately from UGG and its other brands, so those disclosed figures can be used at brand scope; Deckers consolidated totals, retailer sales and athlete performance are not substituted for HOKA revenue.
- Country
- USA
- Founded
- 2009
- Founder
- Jean-Luc Diard
- Ownership
- Deckers Outdoor Corporation
- Revenue scope
- Consolidated Deckers Outdoor Corporation
- Documented milestones
- 5
- Jean-Luc Diard — Co-Founder2009–Present · product · current · HOKA
- Nicolas Mermoud — Co-Founder2009–Present · product · current · HOKA
- 2009 — HOKA foundedJean-Luc Diard and Nicolas Mermoud establish the brand in France.
- 2010 — First shoesEarly maximal-cushion models reach endurance and trail runners.
- 2013 — Deckers acquisitionDeckers acquires HOKA and begins scaling distribution.
- 2019 — Carbon X launchThe brand expands its performance-racing programme.
- 2022 — Broader movement platformHOKA extends beyond specialist running through hiking and lifestyle use.