HOKA Ownership Explained – Who Owns the Brand and Why It Matters

If you’ve ever wondered who’s pulling the strings behind HOKA’s cushy running shoes, you’re not alone. The answer is simple: HOKA is owned by Deckers Outdoor Corporation, the same company that also runs UGG and Teva. Knowing this helps you understand why the brand can invest in high‑tech midsoles and still keep prices in check.

History of HOKA and Its Parent Company

HOKA was founded in 2009 by two French‑born, Oregon‑based athletes who wanted a shoe that could tackle steep trails without sacrificing speed. The fledgling brand quickly caught the eye of Deckers, a publicly traded company famous for turning niche footwear into mainstream successes. In 2013 Deckers bought HOKA for roughly $200 million, giving the brand the financial muscle to expand from trail shoes to road running, hiking, and even lifestyle sneakers.

Since the acquisition, Deckers has kept HOKA’s design team largely independent. That’s why you still see the signature oversized midsoles and bold colorways that made the brand a cult favorite. At the same time, Deckers’ global distribution network has placed HOKA in bigger retail chains and online stores worldwide.

What Ownership Means for Runners

For you, the runner, Deckers’ ownership translates into a few concrete benefits. First, research and development budgets get a boost – expect more foam innovations and better durability over time. Second, the brand can negotiate better deals with material suppliers, which can keep price hikes modest even as technology improves.

On the flip side, being part of a larger corporation sometimes means decisions are driven by profit margins. That’s why you might see seasonal sales or limited‑edition releases aimed at hype rather than pure performance. However, most runners agree the upside – more product variety, wider size ranges, and faster shipping – outweighs any downsides.

Bottom line: HOKA’s ownership by Deckers Outdoor gives the brand stability, resources, and market reach while preserving the design freedom that made the shoes popular in the first place. So when you lace up that pair of HOKA Clifton or Bondi, you’re not just getting a shoe; you’re benefiting from a well‑funded, globally connected ecosystem that keeps pushing the envelope on comfort and speed.