HOKA is a sportswear company that designs and markets running shoes. It was founded 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 easily handling descents. Thanks to the shoe's intrinsic cushioning and stability, HOKA quickly gained popularity. "We believe that everyone is an athlete" and that is why Hoka today aims to ensure that everyone has access to running, trekking, fitness, and other outdoor activities.