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Hoka
Hoka (formerly "Hoka One One") is a brand created in 2009 in France, near Annecy, by two mountain running enthusiasts, Jean-Luc Diard and Nicolas Mermoud. "Hoka One One" literally means "to fly over the earth" in Maori, which corresponds to the distinctive feature of the brand's shoes: their bulky soles are designed to provide significant cushioning while remaining lightweight. This sole remains the main stylistic differentiation point from Hoka's immediate competitors in the running field, with the curved shape of its shoes and the use of bright colors. At its launch, these key points went against the more minimalist designs of the time, allowing Hoka to establish a strong brand identity, recognizable at first glance.
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