HOKA's journey from a radical running shoe concept to a $2 billion brand is explored, highlighting the insights of founders Jean-Luc Diard and Nicolas Mermoud. Diard and Mermoud recount their early careers at Salomon, where they learned the value of innovation and consumer feedback. The pivotal moment of Mermoud's grueling ultramarathon, which exposed the need for improved downhill running technology, is discussed. Overcoming initial skepticism and supply chain challenges, HOKA gained traction through word-of-mouth and strategic partnerships, particularly with Deckers. The brand's success is attributed to its unique design, focus on cushioning and stability, and ability to appeal to both elite athletes and everyday consumers seeking comfort and performance.
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