Hoka has become so prolific in recent years that it’s easy to forget the brand has only been around since 2009. Founded by two former Salomon employees, Hoka (formerly Hoka One One) now makes dozens of shoes for running, walking, hiking and even resting, with sales close to $2 billion per year. In other words, the brand is pretty dang popular.
Are Hoka shoes any good?
If there’s one common through line running across Hoka’s entire catalog, it’s the brand’s signature oversized midsoles.
Since the beginning, Hoka has always aimed to deliver high degrees of cushioning without a lot of weight. It’s a delicate ratio that comes courtesy of advanced foams, often employed in unique ways (such as contrasting densities in different parts of a shoe).

Hoka also has a few other tricks up its sleeve. The first is something it calls a MetaRocker — basically a taper toward the front of its shoe that propels wearers forward, instead of sinking into the thick midsoles. There’s also the brand’s Active Foot Frame that cradles the sides of each foot for extra support.
One of the simple reasons Hoka continues to gain popularity comes down to the sheer variety of models and colorways.