Deckers Outdoor Corporation has made an investment in footwear brand Hoka One One, founded by gravity sport adventurers Jean-Luc Diard and Nicolas Mermoud.
“Jean-Luc and Nicolas have created tremendous momentum for Hoka One One,” said President, CEO and Chairman of the Board, Angel Martinez. “Hoka’s visionary design and undeniable performance have made it a coveted brand among some of the best runners in the world, and it will be our pleasure to help build the business through sourcing and development support, and bring more runners to the brand over time.”
Hoka One One, loosely translated from the Maori to mean “time to fly,” designs shoes with maximally cushioned insoles. Runners fly over the ground instead of pounding in to it thanks to EVA foam in the midsoles that is 30 percent softer than the material used in conventional running shoes. Hoka One One styles also feature a midsole volume two and a half times greater than traditional styles.
While much of the attention of the industry has been focused on minimalism and less cushioning, Hoka One One has pursued its design innovation in the opposite direction, and the results speak for themselves: runners wearing Hoka One One have recorded more than 30 podium finishes on five continents in the past 18 months, including ultramarathoner Jason Schlarb who set a new course record of 4:28:30 in the Jemez 50K, and Miwok 100K winner Dave Mackey and second-place finisher Chris Prince, both in May of this year.
Hoka One One co-founder Jean-Luc Diard added, “The partnership is very exciting for both Deckers and Hoka One One. Deckers is now engaged in the running shoe market through an innovative product, and Hoka One One is getting the boost we need to drive growth and continuous innovation. What I truly appreciate is the passion that Deckers management has expressed in making this partnership a success.”
Nicolas Mermoud, co-founder of Hoka One One, said, “The knowledge and passion that Deckers has around running is absolutely amazing. It speaks to their commitment to the Hoka One One brand. We look forward to a future with Deckers and the synergies that can be established between the companies.”
Hoka One One will be showing the line at Outdoor Retailer in Salt Lake City August 2-5, located in the Endurance Zone booth 39173.