It was founded in 2009 in Annecy, France, and had been based in Richmond, California before it was acquired by Deckers Brands in 2013.

The company was founded in 2009 by Nicolas Mermoud and Jean-Luc Diard, former Salomon employees.

[3] The shoes were initially embraced by ultramarathon runners due to their enhanced cushion and inherent stability; however, they quickly gained popularity among other runners for offering maximum cushion and minimal weight.

The brand's original, highest-cushion models[4] are now accompanied in the Hoka lineup by lighter-weight shoes that retain much of the brand's cushion,[5][6] include lightweight training[7] and racing shoes,[8] and track spikes.

[2][10] Hoka produces both low-profile and max-cushion shoes for road, trail, and all-terrain; throughout its product line, Hoka shoes retain features like a low weight-to-cushion ratio and midsole and outsole geometry designed to promote inherent stability and an efficient stride.