This episode features Jean-Luc Diard and Nicolai Mermoux, co-founders of Hoka, the revolutionary running shoe brand known for its ultra-cushioning technology and distinctive rocker system.

The conversation explores Hoka's remarkable growth trajectory, from a $3 million startup in 2012 to a $2 billion brand under Deckers Outdoor Corporation. The founders discuss how their vision to create running shoes that reduce impact and make the sport more accessible transformed not just their company, but the entire running industry.

They reflect on the challenges of being dismissed as a trend, the parallels to mountain biking's rebel brands, and the ongoing challenge of maintaining an innovative mindset while scaling a successful business.

From $3 Million to $2 Billion: Explosive Growth

Hoka's revenue exploded from $3 million in 2012 to over $2 billion, far exceeding the founders' original vision of becoming a $500 million company

The founders credit Deckers Group with setting up the organization properly to handle the rapid acceleration of growth

"We had the vision that we had was to become a 500 million company. I don't think we imagined that it could accelerate as quickly as it did" - Jean-Luc

Ultra-Cushioning: From Trend to Revolution

Hoka's ultra-cushioning technology was initially dismissed by industry experts as just another trend

The rocker system has proven resilient and transformative, influencing the entire running shoe industry beyond Hoka's direct success

"Oh, this is a trend, this ultra cushioning. I remember hearing that" - reflecting on early industry skepticism

Transforming Trail Running Culture

Hoka's technology made downhill running less punishing, removing the fear factor that previously deterred runners

Trail running has become a fast-growing sport, partly because the technology made it "as fun and pleasant as maybe biking or skiing"

"People are not afraid like before to run downhill. They don't crush their legs the way I was crushing mine like 19 years, 15, 16 years ago" - Nicolai

Maintaining the Challenger Spirit

The founders compare Hoka's story to mountain bike companies that started as industry rebels challenging established norms

The ongoing challenge is maintaining the challenger mindset and innovation drive while managing a successful, scaled business

"How do you keep the challenger spirit moving it? How do you keep that and you don't stay on your laurels and you keep on pushing and innovating?"