Nico Mermoud, Co-Founder
HOKA’s Origins
We tried to solve gravity, [to] have people use a piece of technology which would help them navigate through downhill trails. Not as hikers and even traditional runners, but almost like if they were surfing, cycling, or skiing. So we imagine[d] a midsole, which is very soft, which is oversized. And which would give you not only cushioning, but stability, filtration of the shocks, and also energy return when you run down the trails.
[But when] I moved to America, I got a lot of comments from runners and shop owners who said, “This is very nice; it’s very innovative. The feel is unbelievable, but it shouldn’t be limited to trail and downhill.” It’s been a crazy journey to go from these prototypes designed here in the Alps, to embracing the road market [and] the triathlon market.
What Inspired HOKA’s First Shoe
Mafate is the one. It’s the mother and father of all of the HOKA shoes. It refers to Zürich and the Réunion islands, where I ran and raced in 2008. For me, it’s one of the most beautiful spots in the world. It’s 7,000-feet deep and it’s a lot of extinct volcanoes. We were trying to imagine a shoe [that] would do extremely well on all of these terrains, [including] lava, dirt, rocks, trails, everything. That’s where we did some of the first testing in 2009. That’s where we had our first big podium in ultra running. The shoe is absolutely legendary there.
HOKA’s Appeal
I know the consumers, and especially a lot of the people who are fans of your magazine, they want to know a lot about the products, the history, [and] all of the roots. And I think what’s really special about the HOKA product is beyond the lifestyle—it works. It’s proven technology. I hope the people who discover the product, who discover the lifestyle that’s behind it and the brand, I hope it makes them want to one day…travel to use the products on site because it’s an unbelievable experience.