| HOKA

Founded in 2009 in Annecy, France, HOKA was created by former Salomon employees and seasoned adventure athletes, Nicolas Mermoud and Jean-Luc Diard. The full name of the brand, HOKA ONE ONE - meaning “to fly over the earth” in the Māori language - is a reflection of the effortless, gliding sensation HOKA shoes provide to runners.

In its early days, HOKA was shaped by the rugged, mountainous terrain of the French Alps and the bold ambition of its founders to revolutionise the running experience. At a time when the running shoe industry was swept up in the minimalist footwear trend, HOKA went in a dramatically different direction. Rather than cutting shoes down to their bare bones, HOKA sought to create a shoe with more - more cushioning, more support, more freedom to run hard and fast, especially downhill. This unconventional approach would soon set HOKA apart from the pack.

The original concept behind HOKA was to build a trail running shoe that amplified downhill performance, with a focus on speed on steep slopes. The solution came in the form of an oversized outsole that provided maximalist cushioning, being gentle on joints and forgiving on hard impacts. This innovative design created a larger sweet spot underfoot, improving both stability and propulsion. The result was a smoother, more efficient ride that felt like ‘flying’ over terrain - true to the brand’s name and vision. The first HOKA shoe, the HOKA Mafate, evolved from this prototype and continues to conquer mountains in its newest generations today. 

Initially, HOKA gained traction within niche ultra-distance and trail running communities. Endurance athletes immediately recognised the benefits of a high-cushioned shoe that didn’t weigh them down, paired with a low heel drop to support a natural running gait without compromising protection. The low weight-to-cushion ratio was a game-changer, allowing runners to go further with reduced fatigue and faster recovery. Everyday runners and casual fitness enthusiasts began to embrace HOKA max cushioned shoes for their comfort, performance and distinctive look.

Today, HOKA has expanded well beyond its original ultra-running roots yet continues to be an expert and top choice of trail running shoes. Its product range now includes carbon-plated HOKA super shoes for racing, HOKA track spikes, HOKA road running shoes, Hoka hiking shoes and Hoka recovery shoes that cater to the needs of athletes at every level. 

The popular HOKA Bondi and Hoka Clifton have become icons not just for runners, but also for professionals in high-impact jobs. Nurses, hospitality workers and professionals in retail industries often turn to HOKA for the same reasons athletes do: premium cushioning, superior comfort and durability that lasts through long shifts on hard surfaces. The HOKA Bondi and HOKA Clifton are often recommended by podiatrists to walkers and runners who experience plantar fasciitis, with their plush protection offering a stress-reducing ride.  

What’s so special about HOKA? At the heart of every HOKA design is a commitment to cutting-edge innovation. Hoka’s MetaRocker geometry promotes a rolling, propulsive stride for a smooth and efficient gait, while the Active Foot Frame provides foot-cradling comfort with a secure, supportive feel. The Cushioned Midsole, made with lightweight and responsive foam, provides both shock absorption and inherent stability - making many HOKA road shoes suitable for both performance running and relaxed walking. This thoughtful design philosophy helps ensure that HOKA running shoes deliver not just speed or comfort, but a holistic movement experience.

Hoka’s main headquarters is currently in California, United States, yet their strength in empowering everyone from beginner runners to elite athletes is global. From technical trail running shoes like the award-winning HOKA Speedgoat, to everyday HOKA running shoes built for urban mileage, this inspiring footwear brand continues to motivate runners like you. Their mission - to “inspire people to move” - is embodied in every pair of HOKA shoes they create. 

Whether you’re tackling your first marathon or simply looking for relief during long hours on your feet, HOKA women's shoes and HOKA men's shoes help you fly forward with comfort, confidence and joy. HOKA has earned its place among the best running shoes on the market. At Wildfire Sports & Trek, we’re proud to stock new HOKA shoes for those who run, walk, work and explore with purpose.