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In 2012, HOKA Got Bought...
In 2012, HOKA got bought for $1M+ 10 years later, they hit $1B in revenue. How a French running brand became the coolest, comfiest, ugly shoe on the market
Quick note: You can't overstate maximalism's influence on apparel design and aesthetics right now. Bold, bright, chunky, and colorful have become the signifiers of good taste and self-expression. And HOKA is one of the linchpins to that movement, by no accident. (View Tweet)
But the brand's only been around for 15 years. Founded in 2009 by 2 French trail runners Nicolas Mermoud and Jean-Luc Diard. The duo got the name from the indigenous Maori language, which translates to "fly over the earth." What a name. (View Tweet)
Nicolas and Jean-Luc were serious outdoorsmen. And they wanted a shoe that could handle the rigors of trail running and provide proper cushioning and support on their journies. Having both worked at Salomon prior, they had the institutional knowledge.
They drew inspiration from the oversized midsoles of traditional wooden clogs worn by European farmers, developing a shoe with a well-cushioned midsole. They called it the "oversize concept" Kind of like the shoe version of what mountain bike tires are for cycling.
It's fair to say that, traditionally, oversized midsoles haven't always been a popular option. Yet in a sea of running shoe brands, from Brooks to Nike, HOKA found a path by distinguishing their product unlike any other. (View Tweet)
HOKA One One's first shoe, the Mafate, dropped in 2010 and quickly gained a following among trail runners. The technology behind HOKA's chunky sole set them apart.
The brand grew quickly from there, gaining street cred in the outdoor and running community. In 2012, HOKA was acquired by Deckers Brands, the same footwear company that owns UGG and Teva. (View Tweet)
And over the following years, HOKA has focused on its core products, maintained its brand DNA and aesthetic, and expanded its product line. The goal has always been: to create shoes that provide maximum cushioning and support without sacrificing performance. (View Tweet)
As a result, the brand has grown remarkably fast, hitting $1B in revenue as of a few months ago. https://t.co/OJsVPebbNz (View Tweet)
Perforamcne isn't the only customer base that's gone obsessed over HOKA. The running brand has forged an incredibly loyal base in the fashion industry too. Thanks in part to the rise of gorpcore and outdoor's influence on fashion.
Gorpcore (the irony of wearing outdoor/extreme sport clothing in urban settings) has become one of the most mainstream style trends over the last 5 years. Shoe brands like Salomon have played a huge role here. Here's a primer if you need one https://t.co/L2rJUSfeso. (View Tweet)
But HOKA has won big too, in part due to how colorful and playful their products are. It's a shift toward maximalism and functionality, and the irony that you'll wear something outdoorsy even though you have no intention to be outdoors. (View Tweet)
So far, HOKA has collab'd with brands like Bodega, Moncler, and Engineered Garments, with more on the way.
But regardless of how much clout the brand has gotten in the fashion space lately, the brand remains focused on designing high-quality footwear adamant they're only making shoes for outsiders.
Fly over the earth really is a fitting name based on how the brand has made its mark the last decade. With its innovative design and commitment to comfort and performance, HOKA has helped runners all over the world do just that.
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