Brief History

Founded in 2009 in France by French pioneers Nicolas Mermoud and Jean-Luc Diard, it
was originally named "Hoka One One." As the company’s name was derived from Maori, it
means "fly over the earth’. Stylized now as HOKA and not by its originally given name, it is a
sportswear company catering to all types of runners; whether it be track and field, road running,
trail running, or triathlons.

As Nicolas Mermoud and Jean-Luc Diard worked for Salomon before, a French
sportswear company as well, they have designed the first shoe in Hoka specifically for trail
running in an unconventional way; being categorized by its oversized outsole, and wherein it
has been trademarked today. Shoes made by them are known for their build, performance,
colorful schemes, and overall quality, as well as their lightweight design and sturdy construction.

Company Milestones

In 2013, it was then acquired by the Deckers Outdoor Corporation, of which they are still
a subsidiary until now.

Fast forward to 2022, Hoka has reached more than $1 billion in sales despite being
more than just a decade old.

Now in 2023, Hoka Philippines has established their first concept store at Ayala Malls
Manila Bay and is continuing to expand their physical stores in the country. Considered as a
global brand, they have stores in Indonesia and have 3,186 store located in USA.

https://www.mastershoe.co.uk/hoka-one-one-history
https://businessmirror.com.ph/2023/02/15/first-hoka-concept-store-in-phl-opens/#:~:text=Hoka
%20has%20now%20opened%20its,2nd%20Floor%2C%20Bldg%20B).
https://www.scrapehero.com/location-reports/Hoka%20One%20One-USA/#:~:text=How
%20many%20Hoka%20One%20One,as%20of%20August%2009%2C%202023.

Market Positioning vs. Product Positioning

Characterized by its position in the athletic world as a globally competitive

footwear and sports equipment company. It caters to all athletes, specifically runners of
all ability levels, whether a casual runner or an elite level of competition. These types of
market are between the ages of 18 to 42 with an income starting $14,600 annually.

As for their product, Hoka offers different types of merchandise that sets them
apart from the competiton. They market distinct styles of sports apparel, and are known
for their colorful schemes trademarked to the brand. For their shoes: they offer stability,
daily training, highly cushioned, trail running, racing shoes; and in which they are known
for their build, performance, and overall quality.

https://www.marathonsports.com/blog/best-hoka-running-shoes/
https://www.conchovalleyhomepage.com/sports/are-the-new-hoka-running-shoes-
worth-the-hype/#:~:text=Hoka%20running%20shoes%20are%20more,for%20indoor
%20and%20outdoor%20running.