If you’ve visited us at Big Peach East Cobb lately, you’ve likely noticed the prominence of the iconic blue Hoka box on the floor as well as how much a presence the brand has on our footwear wall. We’ve been fitting runners in Hoka running shoes across East Cobb and Marietta since the early days—long before Bondi and Clifton became household names.
This is the story of how a tiny French footwear startup and an Atlanta running specialty store crossed paths, and how that relationship helped shape what’s now one of the biggest success stories in running footwear.
Read more: From Obscurity to #1: The Hoka & Big Peach Story2009: The Birth of Hoka Running Shoe – “Time to Fly” from France to New Zealand
Hoka was founded in 2009 by Nicolas “Nico” Mermoud and Jean-Luc Diard, two former Salomon employees from Annecy, France. Their mission? To create a running shoe that made running easier, especially for the grueling multi-day expedition-length adventure races popular at the time.
They wanted a shoe that could handle any terrain — uphill, downhill, roads, trails — and make it feel like you were floating over the earth.
The name “Hoka” comes from the Māori language of New Zealand. “Hoka” means “to fly” and the original full name, Hoka One One (pronounced “Oh-nay Oh-nay”), meant “to fly over the earth.”
And they nailed it. The first Hoka shoes felt nothing like anything else on the market. A sensation that would later be known as maximal cushioning.
2011: Big Peach Running Co. Brings the Hoka Bondi to Atlanta
By 2011, I was determined not to repeat a past mistake. We had been late to the barefoot shoe trend (remember Vibram FiveFingers?), and I’d promised myself we’d be early to whatever came next.
Around that time, I read an article about a shoe that had created a new category: maximalism. My first thought? Wow, that’s an ugly shoe. I hope we never carry that.
But a friend who worked at Big Peach had just visited his old store in Michigan (Playmakers, the original store to carry Hoka in the U.S.) and returned with a sample of the Hoka Bondi. Hoka had only two models then: the Bondi (road) and the Mafate (trail). I tried it on. I ran around our back parking lot. And I thought, Oh no… this feels amazing.
Calling France… and Getting a Founder on the Line
Hoka had virtually zero U.S. distribution in 2011. If you wanted to place an order, you called a number in France. Which is exactly what we did. We dialed the main (only?) number for Hoka, and one of the founders, Jean-Luc Diard, answered the phone himself.
We placed our first order and, to sweeten the deal, they gave Big Peach exclusive distribution rights for all of Atlanta for one year. Looking back now, if we still had that exclusivity, we’d need a warehouse the size of Truist Park to store the inventory.
Early Days of Hoka Running Shoes: From “Ugly” to Essential
When those first boxes arrived from France, you never knew what you were going to get. Sometimes the shipment was partial. Colors were… let’s just say “distinctly European.” And the shoes looked like nothing else on our wall.
Customer reactions fell into two categories:
- “Boy, that’s ugly.”
- “You can put that back in the box, I’m not putting that on my feet.”
But there were early adopters: ultra runners, triathletes, and the occasional brave soul who tried them on and got it. We told people, If you’ve had to give up running longer distances because of the pounding, this shoe might give you another shot. And for many, it did.
Hoka Clifton: The Game-Changer in Max Cushion Running Shoes
By the time the Clifton hit the market, Hoka had already joined forces with Deckers, the parent company of UGG and Teva. That earlier acquisition gave Hoka the one thing they couldn’t build on their own: a true distribution network, operational support, and the resources to scale. With Deckers handling the heavy lifting, Hoka was free to focus on what they did best — innovate.
The Clifton was the proof. It kept the max cushion feel that defined the brand but trimmed the weight, lowered the stack slightly, and added a quicker, more responsive ride. It was the shoe that turned curious onlookers into loyal fans, expanding Hoka’s reach far beyond the early adopters. Deckers brought the infrastructure; Hoka kept the innovation.
How Hoka Running Shoes Became #1 at Big Peach Running Co.
And today, Hoka battles with Brooks on a daily basis for that top spot daily and their top five models (Bondi, Clifton, Arahi, Gaviota, and Mach) are forces to be reconned with in their respective categories. And if you look at any running store’s shoe wall, you’ll see Hoka’s influence everywhere.
- By 2015, Hoka was making waves outside the running world, especially in the medical community, thanks to their comfort and rocker sole design that helped with conditions like plantar fasciitis.
- By 2018, they had become a top five brand at Big Peach.
- By 2021, they moved into the #2 spot, right behind Brooks.
- By 2022, they were #1 both nationally and at Big Peach Running Co.
Why Hoka Running Shoes Matter for Runners & Walkers in East Cobb & Marietta
In just over a decade, Hoka went from an unknown French startup to the top of the running footwear world, something that’s never happened before in our industry.
At Big Peach East Cobb, we’ve been along for the ride since the very beginning. We still believe in what Hoka set out to do: make running and walking easier and more enjoyable. So, whether you’re chasing a marathon PR, running your first 5K, or just looking for the most comfortable walking shoe you’ve ever owned, Hoka has something for you.
Hoka Running Shoes FAQs: Bondi, Clifton, Arahi & More
Hoka shoes are known for their maximal cushioning, rocker sole for smooth transitions, and generally lower heel-to-toe drop than traditional running shoes.
The rocker bottom design alleviates pressure on the plantar fascia, making them ideal for those struggling with foot pain.
Yes. The Hoka Arahi and Hoka Gaviota provide extra support while maintaining Hoka’s signature cushioning.
Absolutely. Many people with jobs that require long hours on their feet choose Hoka for comfort and support.
The Big Peach Running Co. Advantage: Find Hoka Running Shoes in East Cobb
Still unsure if Hoka is right for you? Visit us at Big Peach East Cobb. Our experienced team will help you find the perfect fit and feel why Hoka became the unexpected leader in running shoes. See for yourself why so many runners have switched to “flying over the earth.”
About the Author:
Steve DeMoss is the owner-operator of Big Peach Running Co. East Cobb and Alpharetta. An endurance athlete and running specialty expert, Steve has over 20 years of experience helping runners and walkers find the perfect fit for their goals.
