Many runners ask: HOKA owned by Nike? The answer is simple - no, HOKA is not owned by Nike. But that doesn’t mean the two brands are unrelated. Understanding who really owns HOKA and how it fits into the bigger picture of running footwear helps you make smarter choices when you’re lacing up for your next long run.
Who Actually Owns HOKA?
HOKA One One is owned by Deckers Outdoor Corporation, a publicly traded company based in California. Deckers also owns other well-known brands like UGG, Teva, and Sanuk. They bought HOKA in 2013, just two years after the brand launched in 2011. At the time, HOKA was a tiny startup with a weird-looking shoe - thick soles, oversized midsoles, and a design that looked more like a hiking boot than a running shoe. Most industry insiders thought it would flop. But runners loved the cushioning. Sales grew fast. Deckers saw potential and snapped it up.
Since then, HOKA has become one of the fastest-growing running brands in the world. In 2024, HOKA generated over $1.8 billion in revenue, making it the largest brand under Deckers. That’s more than UGG in recent years. The brand now has its own dedicated R&D team, global marketing campaigns, and retail partnerships. It’s not a subsidiary of Nike. It’s not even a sister brand. It’s its own company, operating independently under Deckers’ corporate umbrella.
Why Do People Think Nike Owns HOKA?
The confusion makes sense. Nike is the biggest name in running shoes. When you see a pair of HOKAs on a runner’s feet - especially the Clifton or Bondi models - you might assume they’re just another Nike product. Both brands dominate race expos, sponsor elite athletes, and push high-tech cushioning. HOKA’s thick midsoles even look like they could’ve come from Nike’s ZoomX foam technology.
But here’s the key difference: Nike designs its shoes around responsiveness and speed. HOKA designs for maximum cushioning and shock absorption. They’re solving different problems. Nike wants you to run faster. HOKA wants you to run longer without pain.
Also, Nike owns other brands - like Converse and Jordan - but HOKA isn’t one of them. If Nike owned HOKA, you’d see Nike logos on the tongue, HOKA’s marketing would be bundled into Nike’s campaigns, and the shoes would be sold in Nike stores as part of a “Nike Performance” line. None of that happens. HOKA has its own website, its own social media, and its own retail partners like REI and Running Warehouse.
How HOKA Grew Without Nike’s Help
HOKA didn’t need Nike to succeed. In fact, its growth came from defying the norms of running shoe design. The founders, Nicolas Mermoud and Jean-Luc Diard, were ex-Red Bull athletes who wanted to create a shoe for ultrarunners. They used a prototype from a hiking boot company and made it lighter, more responsive, and with a rocker geometry that helped runners roll forward naturally.
At first, only a handful of ultrarunners in the U.S. bought them. But then came the 2012 Western States 100 - a 100-mile trail race. Three runners finished in the top 10 wearing HOKAs. That’s when the running world took notice. Media outlets started calling them “giant shoes.” Runners with knee pain, plantar fasciitis, or joint issues found relief. The brand exploded.
By 2018, HOKA was the fastest-growing running brand in North America. In 2023, it captured nearly 15% of the U.S. running shoe market - up from under 1% in 2013. That kind of growth didn’t come from corporate backing. It came from word-of-mouth, real runner results, and consistent innovation.
What Nike Owns - And What It Doesn’t
Nike owns a lot. It owns Brooks? No. It owns Asics? No. It owns New Balance? Definitely not. Nike’s acquisitions are mostly in apparel, tech, or niche performance segments. They bought Bauer Hockey in 1995. They bought Hurley in 2002. They own the Jordan brand. But they’ve never bought a major running shoe brand outside their own.
Here’s what Nike does own that’s relevant to runners:
- Nike Air - their cushioning tech used in Air Max, Pegasus, and ZoomX lines
- React foam - a durable, responsive midsole material
- ZoomX - the lightest, most energetic foam in their lineup, used in the Alphafly
- Nike Run Club - their app and community platform
- Brooks - wait, no. Brooks is still independent. It’s owned by its own board and employees.
Some people mix up HOKA and Brooks because both are known for cushioning. But Brooks is its own company, founded in 1914. HOKA was founded in 2009. Neither is owned by Nike.
Why the Ownership Matters to Runners
It matters because brand ownership affects product direction. When a brand is owned by a giant like Nike, there’s pressure to align with the parent company’s goals - like pushing speed over comfort, or favoring high-margin products. HOKA doesn’t have that pressure. Deckers lets them experiment. That’s why you see HOKA release shoes like the Gaviota (for overpronators), the Arahi (stability without bulk), and the Mafate Speed (a trail racer with zero cushioning).
HOKA’s design team doesn’t answer to Nike’s engineers. They answer to ultrarunners in the Rockies, marathoners with knee issues, and walkers recovering from injuries. That’s why HOKA shoes are often recommended by physical therapists - not because they’re trendy, but because they work.
If Nike owned HOKA, you’d probably see fewer specialty models. You’d see more colorways of the same shoe. You’d see HOKA logos replaced with Nike swooshes. That’s not happening. HOKA still prints “HOKA ONE ONE” on the heel. They still use their own unique color schemes. They still run their own athlete sponsorships - like Courtney Dauwalter, who won the 2024 Western States 100 in HOKAs.
Where to Buy HOKA - And What Not to Do
You can buy HOKA shoes from:
- HOKA’s official website
- REI
- Running Warehouse
- Amazon (but be careful of counterfeit sellers)
- Local running stores
Don’t buy HOKA from random discount sites that say “Nike HOKA” or “Nike-owned.” Those are misleading. If a site claims Nike owns HOKA, they’re either confused or trying to trick you into thinking it’s a premium product. HOKA is premium - but on its own terms.
Also, avoid buying used HOKAs from eBay or Facebook Marketplace unless you know the seller. Many fake HOKAs are sold as “authentic Nike HOKAs.” The soles are too soft, the midsoles don’t rebound, and the stitching is sloppy. Real HOKAs have a distinct foam feel - squishy but springy. If it feels like foam rubber, it’s fake.
What’s Next for HOKA?
HOKA is expanding. They’ve launched a line of running apparel. They’re testing smart insoles with pressure sensors. They’re partnering with physical therapy clinics to create custom orthotic inserts. And they’re not slowing down.
Deckers is investing heavily in HOKA’s global supply chain. They’ve opened new factories in Vietnam and are shifting more production to sustainable materials. In 2025, they plan to release a fully recycled version of the Clifton - made with 80% recycled foam and water-based glue.
HOKA isn’t trying to beat Nike. It’s trying to beat pain. And it’s winning.
Is HOKA owned by Nike?
No, HOKA is not owned by Nike. HOKA One One is owned by Deckers Outdoor Corporation, which also owns UGG and Teva. Nike and HOKA are separate companies with different design philosophies, supply chains, and marketing strategies.
Why do people think Nike owns HOKA?
People assume Nike owns HOKA because both brands dominate the running market, use advanced cushioning tech, and sponsor elite athletes. HOKA’s thick soles and sleek designs look similar to Nike’s, and Nike’s massive marketing presence makes it easy to assume all big running brands are under its umbrella. But HOKA operates independently and has never been acquired by Nike.
Who owns HOKA then?
HOKA is owned by Deckers Outdoor Corporation, a U.S.-based company headquartered in California. Deckers bought HOKA in 2013 and has since helped it grow into the fastest-growing running shoe brand in North America. Deckers also owns UGG, Teva, and Sanuk.
Are HOKA shoes better than Nike for long-distance running?
It depends on your needs. HOKA shoes are designed for maximum cushioning and shock absorption, making them ideal for runners with joint pain, overpronation, or those doing ultra-distances. Nike’s ZoomX and React foams are lighter and more responsive, better suited for speed-focused runners. Many marathoners use HOKA for training and Nike for race day. Neither is universally “better” - it’s about fit, foot type, and goals.
Can I buy HOKA shoes at Nike stores?
No, you cannot buy HOKA shoes at Nike stores or on Nike’s website. HOKA is sold through its own website, specialty running retailers like REI and Running Warehouse, and select third-party online sellers. If you see HOKA shoes listed on Nike’s site, it’s a fake listing or a third-party seller mislabeling the product.
Final Thought: It’s Not About the Logo - It’s About the Fit
Whether a shoe is made by Nike, HOKA, or a tiny startup in New Zealand doesn’t matter if it doesn’t fit your feet. What matters is how it feels after 10 miles. What matters is whether your knees stop aching. What matters is whether you can keep running.
HOKA didn’t become a leader by being part of Nike. It became a leader by listening to runners - the ones who don’t care about brand logos, but do care about comfort, durability, and performance. That’s why it’s still growing. And that’s why it’s not going anywhere.