Deckers Outdoor Corp. is going on an adventure.
President and CEO Angel Martinez said Monday the company has made an undisclosed investment in footwear brand Hoka One One, founded by gravity sports adventurers Jean-Luc Diar and Nicolas Mermoud.
“Jean-Luc and Nicolas have created tremendous momentum for Hoka One One,” Martinez said in a company statement. “Hoka’s visionary design and undeniable performance have made it a coveted brand among some of the best runners in the world, and it will be our pleasure to help build the business through sourcing and development, and bring more runners to the brand over time.”
According to Deckers, the name Hoka One One, loosely translated from Maori, means “time to fly.” The shoes, designed with maximally cushioned insoles, are meant to create the effect of flying over the ground instead of pounding on it.
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While the footwear industry has more recently focused on minimalism, Hoka One One has moved in the opposite direction. According to Deckers, EVA foam in the midsole is 30 percent softer than material currently found in conventional running shoes.