Hoka One One

Hoka One One is perhaps most famous for its 2009 push into maximally cushioned shoes, which followed the big craze for minimal or barefoot shoes in the 2000s. Former Salomon employees created the company, and "One One signifies 'fly over the world' in Maori. They were attempting to create a shoe for quicker downhill running, which explains the huge outsole of their first shoe, the Mafate, which featured two to three times the cushioning of most other running shoes while being remarkably lightweight. Imagine platform shoes from the 1970s, but for running.

Contrary to common perception, many Hoka shoes have a low or zero drop (the difference in height between the heel and toe) and are meant to foster a more natural stride. Hoka has expanded its product line to include a wide variety of brightly colored shoes for trail and road running, as well as hiking and walking. These are particularly popular among ultrarunners due to their high cushioning, great rebound bounce, and lightweight nature.

Founded: 2009
Headquarters: Goleta, California, U.S.

Official website: https://www.hoka.com/en/us/