HOKA is a sportswear company that designs and markets running shoes. It was born in the French Alps in 2009, when athletes Jean-Luc Diard and Nicolas Mermoud decided to design a running shoe with an oversized sole, capable of tackling descents with ease. Thanks to the shoe's inherent cushioning and stability, HOKA quickly gained popularity. "We believe that every person is an athlete" and this is why Hoka today aims to guarantee everyone access to running, trekking, fitness and other outdoor activities.