How Hoka Fends Off the Imitators

When Hoka One One released a new sneaker in 2020 featuring the brand’s signature bright colours, chunky midsole and rocker heel, the website Gear Patrol asked: “What the Hell Is Going on With This Weird New Running Shoe?”

Nobody’s asking that question anymore.

The design flourishes that once drew frequent comparisons to

are now a $1.4 billion-a-year business for Hoka and its owner, Deckers. Features that were quickly adopted…