French-founded and California-based, athletic shoe label Hoka One One (pronounced "hoka on-ay on-ay") is all about comfort amidst performance. Initially designed for downhill running by Nicolas Mermoud and Jean-Luc Diard, the shoe featured oversized outsole cushioning to help runners facilitate their runs without sacrificing comfort. While initially beloved by marathoners, the brand bled into various sports for their minimal weight, maximized cushioning, and ability to boost performance.