Hoka One One is a sportswear company founded in 2009 by two former Salomon employees Nicolas Mermoud and Jean-Luc Diard in Annecy, France. The name literally means “flying above earth”. Once based in Richmond, California before being acquired by Deckers Brands in 2013, Hoka first gained attention in the running industry by producing styles with maximalist oversized midsoles created for faster downhill running. The brand hasn’t stopped developing performance-enhancing gear for professional runners, amateur joggers, mountain hikers and trail runners with maximum comfort. Hoka has been increasingly decontextualized from racing tracks or running activities as its structure and design has turned them into the trendiest sneakers among athletes, runners and celebrities.