HOKA: The secret behind the shoes brand's sales success and popularity

In the last decade, the world of running has undergone a radical transformation. Of course, the running shoes industry has been one of the keys to this growth. And if there is one company that has managed to emerge from almost anonymity to occupy one of the top positions in sales and popularity rankings in just 10 years, it has been HOKA. This brand, which began as a bold experiment by two running enthusiasts, has defied conventions and redefined what it means to run and sell. In a market dominated by giants like Nike, adidas, ASICS or New Balance, HOKA has managed to make a name for itself and gain a very loyal fan base in record time. Its impact has been particularly notable in the trail running market, where it has become the most widely used brand of shoes in the prestigious Ultra-Trail du Mont-Blanc (UTMB).

But what makes HOKA so special? How has this relatively new brand managed to capture the imagination of runners and become a global phenomenon? At RUNNEA we'll explore HOKA's origins, its disruptive design philosophy, the models that have propelled the brand to stardom, and how its focus on innovation and community has made it an unstoppable company in the running world.

The origins of Hoka: A French dream

The story of HOKA One One is one of those narratives that capture the essence of the entrepreneurial dream. Founded in 2009 by two trail running enthusiasts, Nicolas Mermoud and Jean-Luc Diard, the brand was born in Annecy, France, a place known for its natural beauty and trail routes. Both founders had a clear vision: they wanted to create trainers that would allow runners to feel the terrain beneath their feet, but without the muscular punishment that often accompanies such long distances.

Mermoud and Diard were no strangers to the world of sports. Diard had been CEO of Salomon, while Mermoud had a background in engineering and product design. Together, they embarked on a mission to challenge the status quo in running shoe design. At a time when the trend leaned toward lighter, minimalist running shoes, HOKA opted to go in the opposite direction. Their idea was simple but revolutionary:

Why not design a running shoe with a thicker sole that would provide more cushioning, but still maintain lightness and reactivity?

The name HOKA One One comes from the Maori language phrase meaning "to fly over the earth," and that's precisely what they wanted to achieve with their design. After several prototypes and some failed tests, they launched their first model, the HOKA One One Mafate, named in honour of a trail running event held on the island of La Reunion. The Mafate was an instant hit in the trail running community, and since then, the brand has continued to grow.

In 2013, the company was acquired by Deckers Brands, giving HOKA the financial boost and infrastructure to expand globally. But even with the backing of a larger company, HOKA has maintained its pioneering spirit and focus on innovation. The brand moved its headquarters from France to Goleta, California, but as its own founders often say, its soul remains on those French trails where it all began.

Name change: From HOKA One One to HOKA

An interesting aspect of the brand's evolution was its name change. Originally known as HOKA One One, the company decided to simplify its name to simply HOKA. This change may seem minor, but in reality, it has significant implications on brand strategy and market positioning.

The original name, HOKA One One was often the subject of confusion around its pronunciation and meaning, especially in international markets where Maori is not a known language.

By simplifying the name to HOKA, the brand has managed to create a more accessible and memorable identity, without losing the essence of what makes it unique. This change also reflects a maturity in the company's marketing strategy, recognising that as they expand globally, they need a name that is easily recognisable and pronounceable in various languages and cultures.

This adjustment in nomenclature also coincides with a period of rapid growth and expansion for the brand, allowing them to present themselves in a more polished and professional manner, while maintaining their focus on the innovation and quality that made them popular in the first place.

Hoka: The keys to their success.

Expansion and acquisition: The leap to fame

HOKA's story is also one of growth and strategic expansion. From its beginnings in France, the brand has experienced a meteoric rise to become one of the most recognised brands in the world of running and trail running. But this growth has not been the result of chance; behind it are a series of key decisions and events that have catapulted HOKA to stardom.

Acquisition by Deckers Brands

One of the most significant moments in HOKA's history was as we said, its 2013 acquisition by Deckers Brands, the company behind brands like UGG and Teva. This acquisition not only provided HOKA with the capital it needed to expand, but also gave it access to a global distribution and marketing network. Deckers saw HOKA's disruptive potential in the athletic footwear market and decided to invest in its unique vision.

Marketing strategy and sponsorships

The acquisition allowed HOKA to implement a more aggressive marketing strategy. They began sponsoring elite athletes and high-profile events, which significantly increased their visibility. The brand became a household name at events such as the Ultra-Trail du Mont-Blanc (UTMB), where it has become the most widely used trainer, ousting brands such as Salomon. This type of sponsorship has not only increased the brand's visibility, but has also given it credibility in the running community.

Product diversification

With the financial backing and network of Deckers, HOKA was able to diversify its line of products. Although they initially focused on trail running, they soon expanded into other disciplines such as road running, triathlon and even casual footwear. This diversification has allowed them to reach a wider audience and increase their customer base.

Global expansion

The brand has also made a conscious effort to expand globally. Today, HOKA is sold in more than 50 countries and has seen exponential growth in markets outside the United States. The global expansion strategy has been carefully orchestrated, choosing markets that align with the brand's philosophy and values.

In 2022, HOKA recorded sales of more than $1.300 billion and expanded its physical presence with new stores in key cities in the United States, China and Southeast Asia.

Continued innovation

Even after its acquisition and expansion, HOKA has maintained its focus on innovation. The brand continues to invest in R&D to develop new technologies and improve existing ones. This commitment to innovation has ensured that HOKA remains at the forefront of the athletic footwear market. HOKA has positioned itself as one of the most innovative sports companies in the world.

Innovation and design: The maximalist cushioning revolution

If there is one thing that sets HOKA apart in the crowded running shoes market, it is its unwavering focus on innovation, particularly in the area of cushioning. At a time when the industry seemed obsessed with minimalism, HOKA decided to swim against the current and go for maximum cushioning. But it's not just any cushioning; it's one that has been cleverly engineered to be lightweight, stable and tremendously efficient at shock absorption.

Most cushioned running shoes

The metaphysics of cushioning

HOKA's design philosophy focuses on what we might call the "metaphysics of cushioning." It's not just about adding more foam to the outsole; it's a meticulous study of how that foam interacts with the foot and the terrain. They use various foam densities and geometries to create a running experience that feels, in the words of many users, like "running on clouds."

Pioneering technologies

One of the most revolutionary technologies HOKA has introduced is its oversized EVA midsole. This design not only offers exceptional cushioning but also provides stability without compromising the feeling of running comfort, something that is usually sacrificed in trainers with high cushioning. In addition, the brand has patented its "Meta-Rocker" design, a sole geometry that complements the natural motion of the foot, facilitating a more efficient gait cycle.

Beyond trail running

Although HOKA made its name in the world of trail running, the brand has taken its cushioning technology into other areas, including road running shoes and even walking shoes. Each category benefits from the same attention to detail in cushioning, tailored to the specific needs of those sports or activities.

Recognition and awards

HOKA's innovation in the field of cushioning has not gone unnoticed. The brand has received numerous awards and accolades, including the "Editor's Choice" award from the American magazine Runner's World on several occasions. And of course at RUNNEA, they have also been honored at the RUNNEA Awards. In 2022, the HOKA Speadgoat 5 was named the best trail running shoe of the year.

The future of cushioning

With constant investment in R&D and collaborations with elite athletes for real-world testing, Hoka is constantly looking for ways to improve and evolve its cushioning technology. Projects are already underway to incorporate more sustainable materials without compromising performance, demonstrating that the brand is equally committed to sustainability and innovation.

Focus on comfort: More than just cushioning

While cushioning is one of the most notable features of HOKA shoes, the comfort they offer goes far beyond a cushioned sole. The brand has dedicated a significant amount of time and resources to ensure that every aspect of its trainers contributes to a comfortable and safe running experience.

Ergonomic design

One of the first things you'll notice when you put on a pair of HOKA trainers is the ergonomic fit. The brand has extensively researched the anatomy of the foot to design shoes that optimally adapt to your natural shape. This translates into a snugger fit in the heel and midfoot, while the forefoot is wide enough to allow for natural toe movement.

High-quality materials

HOKA doesn't skimp on premium materials. From breathable mesh that offers excellent ventilation to soft inner linings that minimise friction, every component is selected with comfort in mind.

Innovations in lacing system

The lacing system of the shoes has also been the subject of innovation. HOKA has experimented with different types of laces and lacing systems to offer a secure yet flexible fit. Some models even feature quick lacing systems to ease transition in triathlons or multi-stage races.

Pressure point reduction
Another crucial aspect of HOKA's approach to comfort is pressure point reduction. Thanks to evenly distributed cushioning and outsole technologies such as Meta-Rocker, the trainers minimise pressure points on the foot, which is especially beneficial in long-distance races where prolonged comfort is key.

Custom comfort
HOKA also offers a variety of insoles and arch support options, allowing runners to customise their level of comfort and support. This is particularly helpful for those with specific needs, such as overpronation or supination, ensuring they get both the support and comfort they need.

Weak point: durability

The most criticised point by HOKA users has been mainly the durability of its models. No one doubts the efficiency, comfort and reactivity of their models, but if there is room for improvement somewhere it is in the durability of their shoes. In fact there are already collaborations with companies like Vibram to achieve more durable soles as well as better traction.

The UTMB phenomenon: The race that changed the game for HOKA

The Ultra-Trail du Mont-Blanc (UTMB) is not only one of the most prestigious trail races in the world; it has also been a crucial battleground for the brand. The relationship between HOKA and the UTMB is symbiotic and has contributed significantly to the brand's status as a leader in the world of trail running.

Emergence on the UTMB scene

When HOKA made its UTMB debut, it faced stiff competition from established brands. However, it didn't take long for its running shoes to stand out. HOKA athletes began making podium finishes, and the trainers became a popular choice among runners of all levels participating in the race. This not only validated the quality and performance of HOKA trainers but also served as an excellent viral marketing platform.

Sponsorship strategy and partnerships

HOKA has been smart in its sponsorship strategy with the UTMB. Not only have they sponsored the race, but they have also collaborated on side events, talks and exhibitions. This has allowed the brand to interact directly with its target audience, gathering valuable feedback that they have used to further improve their products

Special editions and product launches

Coinciding with the UTMB, HOKA often launches special editions of its most popular models, designed specifically for the unique conditions of the race. These releases are eagerly awaited and sell out quickly, adding an element of exclusivity and excitement around the brand.

The multiplier effect

The UTMB is not just a race; it is a global phenomenon that attracts runners and spectators from all over the world. The visibility that HOKA has gained through its partnership with the UTMB has had a multiplier effect, elevating the brand to global status. Images and stories of runners crossing the finish line in Chamonix wearing HOKA running shoes have reached millions of people, many of whom have become loyal customers of the brand.

Star models: Beyond cushioning

HOKA has been able to diversify its offerings to suit different types of runners and terrains. It is important to note that the brand has not limited itself to creating trainers with great cushioning; they have also innovated in aspects such as stability, traction and durability. This is reflected in their flagship models, each of which offers a unique set of features that make them excel in their respective terrains.

Hoka trail running: Conquering the wilderness

HOKA Speedgoat

Named after ultramarathoner KarlSpeedgoat" Meltzer, this model is a favourite among trail runners. Its design offers excellent traction and cushioning, ideal for technical terrain. The Speedgoat has been the choice of many runners at the UTMB and other demanding trail races.

HOKA Mafate

This model is known for its durability and support, designed for long distances on difficult terrain. The Mafate is a trail running shoe that offers a combination of cushioning and stability, making it ideal for trail ultramarathons.

HOKA Torrent

The Torrent is a lighter trainer designed for runners looking for speed on the trails. While it doesn't sacrifice cushioning, its more nimble design makes it popular with those looking to improve their times over shorter distances.

Hoka asphalt: Speed and comfort on the asphalt

HOKA Clifton

The Clifton is perhaps one of HOKA's most popular models for road running. Known for its comfort and light weight, the Clifton is ideal for runners looking for a versatile running shoe that works for both training and racing.

HOKA Carbon X

This model has gained notoriety for its built-in carbon plate, designed to improve efficiency and speed. The Carbon X is the choice of many elite runners in marathons and other long-distance races on asphalt.

HOKA Rincon

The Rincon is known for its incredible weight-to-cushioning ratio. It's a more affordable running shoe that offers the performance features runners have come to expect from HOKA, making it an excellent choice for beginners or as a second pair for lighter workouts.

HOKA Bondi

We can't talk about HOKA without mentioning the Bondi, the shoe that really put the brand on the map in terms of ultimate cushioning. This model is the epitome of comfort on asphalt, designed to deliver an exceptionally smooth running experience. With a high-volume midsole and an upper designed for a comfortable fit, the Bondi is the ideal choice for runners looking for maximum protection and cushioning on their long runs or recoveries. In addition, its robust design makes it suitable for heavier runners or those with joint problems, offering unparalleled support.

The Bondi has gone through several iterations, each one improving on aspects such as breathability, durability and, of course, cushioning. It's a trainer that has found its niche among popular runners who value comfort above all else, and its popularity continues to be a testament to HOKA's focus on meeting the needs of all types of runners.

Now you know a little more about the brand that was able to change the paradigm of running shoes and trail running shoes by betting on maximalism. You can learn about each model and compare prices at RUNNEA. There is a HOKA for every type of runner.