Hoka’s first shoes looked clownish beside the lean racing flats of the day.
Nicolas Mermoud and Jean-Luc Diard, both formerly of Salomon, founded Hoka in 2009 to build a trail shoe with oversized cushioning, when minimalism ruled. Critics called the thick sole a gimmick that killed ground feel. The shoe won races anyway, and in 2013 Deckers bought the brand outright for a reported $1.1 million.
Hoka on Brandseum