Hoka One One Adopts Simpler Name as Hoka, Ensures Brand Clarity with Hoka.com Acquisition

Founded in 2009, Hoka One One is an athletic apparel company that designs and sells running shoes. The brand derived its name from a Māori phrase translating to "fly over the earth." However, the original name presented pronunciation difficulties for many. To address this, Hoka simplified its name in 2021 by dropping "one one," becoming simply Hoka. This adjustment reflected the way consumers often referred to the brand and made the name more memorable. In line with its rebranding efforts, Hoka also acquired the CVCV domain Hoka.com, a strategic move to strengthen its brand presence.