HOKA

HOKA, formerly Hoka One One, designs performance running and trail footwear defined by oversized, maximalist midsoles, rockered geometry and plush cushioning. Former Salomon engineers Nicolas Mermoud and Jean-Luc Diard founded it in Annecy, France in 2009 to run downhill faster, countering the era's minimalist-shoe trend. Deckers Brands acquired it in 2013 and now runs it from Goleta, California. Core franchises include Clifton, Bondi, Mach and the Speedgoat trail line, mostly $140-$180. Ultrarunner credibility has spilled into everyday wear, aided by brand collaborations and a growing owned-store network.