Why run, when you can fly? If that sounds like a question that has no real answer, then you haven’t discovered Hoka One One. Co-founders Jean-Luc Diard and Nicolas Mermoud could loosely be called adrenaline junkies. With day jobs in gravity sports – biking and skiing where they had a hand in several innovations, they enjoyed trail running in the French Alps at night. The question of “how do we go faster?” was always top of mind. From designing and testing, they’ve developed shoes that maintain momentum from stride to stride and through technology have also made them lighter and more efficient. They vow to continue to tinker in the pursuit of better running to create a sensation that’s more like flying.