Hoka One One is an athletic shoe company founded in 2009 in Annecy, France, to improve endurance race times by designing a shoe to go downhill faster. In doing so, it inadvertently reinvented a running shoe that helps an athlete in challenging conditions and can help all runners perform. Brand's ethos owes as much to surfing, skiing and cycling as running, and the patented elements it incorporated into the original shoe influence every model.