"Hoka One One"

Hoka One One is a sportswear company that designs and markets running shoes. The brand was founded in 2009 in Annecy, France by two athletes who wanted to design a shoe that made downhill running feel like flying. The shoes were named after the Māori language phrase meaning "to fly". The shoes were initially embraced by ultramarathon runners due to their enhanced cushion and inherent stability, but quickly gained popularity among other runners for offering maximum cushion and minimal weight.
Hoka One One first gained attention in the running industry by producing shoes with oversized midsoles, dubbed "maximalist" shoes, in contrast to the minimalist shoe trend that was gaining popularity at the time. The Hoka shoes started the 'maximum cushioning, minimum drop' style of shoe with their thick, softly cushioned soles.