Is HOKA Owned by Nike? Fact Check

When you see a pair of ultra‑cushioned HOKA trainers on a marathon runner’s feet, it’s easy to wonder whether the brand sits under the Nike umbrella. The short answer is no - HOKA is not owned by Nike. Below you’ll find the full story, why the confusion exists, and what it means for anyone buying running shoes.

TL;DR

No, HOKA is not owned by Nike. HOKA ONE ONE is a subsidiary of Deckers Outdoor Corporation, a publicly traded company that also owns UGG and Teva. Nike has no equity stake in HOKA.

What is HOKA ONE ONE?

HOKA ONE ONE is a performance‑focused running shoe brand that launched in 2009 in France. It quickly gained a cult following for its maximalist cushioning, lightweight midsoles, and rocker‑sole geometry that helps runners maintain stride efficiency. Today the brand offers road, trail, ultra‑marathon and everyday sneakers, and it sponsors elite athletes across distance events.

Who actually owns HOKA?

The parent company is Deckers Outdoor Corporation, a U.S.‑based outdoor‑footwear conglomerate listed on the NYSE (ticker: DECK). Deckers purchased HOKA in 2018 for roughly US$2.2billion, adding the brand to its portfolio alongside UGG and Teva. The acquisition gave Deckers a stronger foothold in the high‑performance running market, an area Nike already dominates.

How the ownership timeline unfolded

• 2009 - HOKA founders Nicolas Mermoud and Jean‑Louis Boissier launch the first models in Annecy, France.
• 2012 - HOKA expands to the United States, opening a flagship store in New York.
• 2015 - Sales exceed US$600million, prompting interest from larger footwear groups.
• 2018 - Deckers Outdoor Corporation completes a US$2.2billion acquisition, making HOKA a wholly owned subsidiary.
• 2023 - HOKA reports global revenue of US$1.1billion, accounting for roughly 12% of Deckers’ total sales.

Why the Nike confusion?

Several factors keep the rumor alive:

1. Both brands dominate the high‑performance running segment, so athletes and retailers often group them together.
2. HOKA’s marketing sometimes appears alongside Nike’s in major marathons, leading casual observers to assume a partnership.
3. Retail platforms like Amazon and sporting‑goods stores list HOKA and Nike under the same "running shoes" category, blurring brand lines.
4. Social media memes frequently juxtapose HOKA’s maximalist cushioning with Nike’s “Zoom" technologies, reinforcing a perceived rivalry that some mistake for ownership.

None of these points indicate an actual corporate link - they’re simply market dynamics.

What the ownership structure means for you

If you’re buying HOKA shoes, the fact that Deckers, not Nike, owns the brand affects two practical areas:

• Warranty and service: HOKA follows Deckers’ warranty policy, which typically offers a 30‑day return window and replacement for manufacturing defects. Nike’s warranty timelines don’t apply.
• Product rollout speed: Deckers tends to release new HOKA models a few months after Nike’s major releases, meaning you might see the newest HOKA tech slightly later in the year.

Price points, fit, and performance remain driven by HOKA’s own R&D team, independent of Nike’s design philosophy.

Quick checklist: How to verify a brand’s ownership

• Check the company’s annual report - publicly traded owners list subsidiaries.
• Look for the "©" notice on the shoe’s tongue or box; it often names the parent corporation.
• Search the SEC’s EDGAR database for the parent’s filings; acquisitions are disclosed in Form 8‑K.
• Read reputable business news sources (e.g., Bloomberg, Reuters) for acquisition announcements.

Side‑by‑side: HOKA vs. Nike

Frequently Asked Questions