What makes Hoka shoes so popular? (part one)

It’s only this year, through and quite randomly, that I became fully aware of Hoka shoes. I had seen them before but without much interest. It’s when I saw a septuagenarian, neighbor of mine wearing a pair and after I talked to him about his experience with that footwear that my interest sparked up. 

After some quick research, I learned that Hoka was founded in 2009 by Nicolas Mermoud and Jean-Luc Diard, both former Salomon employees. This goes a long way in recognizing the reservoir of talent that Salomon truly was. 

Diard began with Salomon in 1981 and was promoted to marketing director in 1989, was put in charge of brand development in 1997, just when the ski company got sold to Adidas and began to lose its soul. In 1998, Diard became the company’s president and successfully developed its trail running division. 

Through 2005 Diard kept going in the complicated marriage with Adidas and finally the German based brand through the towel and sold Salomon to the Finnish group Amer that already owned Atomic skis, Wilson tennis and Suunto among other sport related brands. In 2008, the book “Born to Run” sparked running with "barefoot" or minimalist shoe designs and increasing interest in ultra-running and trail running, though some of its claims about shoes immediately created debate. 

The book popularized the idea that modern, highly cushioned shoes can cause injuries and that a more natural, forefoot-strike running style (as seen in the Tarahumara people) was healthier. This led to a boom in minimalist footwear, ultra-running events, and a broader interest in running naturally and for its own sake, rather than just for competition. 

In spite of athletic success with that kind of product, Jean-Louis Diard wasn’t so sure and at the same time, his relationship with Amer Sports deteriorating, he parted way with Salomon. Tomorrow, we’ll see how this would trigger the birth of Hoka.