HOKA is a sportswear company founded in 2009 in Annecy, France, by Nicolas Mermoud and Jean-Luc Diard, both experienced trail runners. The brand specializes in running shoes known for their "maximalist" design, featuring oversized midsoles that provide exceptional cushioning and stability. This innovative approach contrasts with the minimalist shoe trend of the time and aims to enhance running performance, particularly on downhill and rugged terrains.

HOKA's signature technology includes a unique midsole geometry called Meta-Rocker, which supports a natural gait cycle and helps maintain momentum. The brand's products cater to ultramarathoners, trail runners, and road runners, as well as casual athletes who prioritize comfort and performance. HOKA has expanded its offerings to include lightweight training and racing shoes, as well as track spikes, while maintaining its focus on cushioning and shock absorption. The company became part of Deckers Brands in 2013 and rebranded from "HOKA One One" to "HOKA" in 2021, reflecting its broader market presence.