Is Hoka One One vs. Hoka the same?

Hoka One One is a phrase from the language of New Zealand’s ethnic Maori that translates to “fly over the earth.” The founders say they used a New Zealand name out of respect for that country’s rich adventure racing inheritance. “Hoka” is a verb meaning to fly or to soar, while “One One” is a noun meaning earthlike.

The name stands behind the brand’s tagline, “Time to fly,” including the latest brand video, “Pursuit.” In 2021, Hoka silently dropped the “One One” from its website, marketing materials, and social media accounts, to shorten the name, though, as per the brand, they officially remain Hoka One One.

The brand’s Real Name is Hoka One One.

Hoka One One fans might have noticed a recent name shift that happened without an announcement. For example, @hoka replaced the longer @hokaoneone as its social media handle, & a visit to Hokaoneone.com will now redirect you to Hoka.com.

“Our brand name is still Hoka One One. You will continue to see it on hangtags shoe boxes, & our website & at several other access points in the marketplace,” Delaney said. Norma Delaney is the VP of global brand marketing at Hoka.

 Hoka is a familiar name, it is short and memorable. They are using Hoka on more consumer touchpoints to more readily connect with how the consumers speak about the brand.

Delaney also stated the move to Hoka has nothing to do with the common mispronunciation of One One. It is often pronounced like the number one incorrectly rather than the correct “o-nay o-nay” pronunciation. Delaney said the business had taken advantage of the mispronunciation.

“We have always accepted our brand inheritance and name, and while it was never meant to be enigmatic, there has always been a debate over how to pronounce ‘One One.’ This of course drove some magic and brand buzz, mainly in our early years,” Delaney said.