Uchikura & Co., LLC

HOKA and On Are Playing Nike’s Original Game

 

When Nike started, it wasn’t a giant. It was a problem solver. Runners wanted lighter, faster shoes, and Bill Bowermanexperimented with new designs—famously using a waffle iron to create better traction. The focus was simple: performance first.

 

Today, brands like HOKA and On Running are doing something very similar.

 

HOKA introduced oversized cushioning that looked strange at first—but runners could feel the difference immediately. On created its CloudTec sole, offering a unique ride that stood out both visually and physically. These companies didn’t start by trying to be everything to everyone. They focused on a specific experience and built from there.

 

That’s exactly how Nike grew.

 

As companies become successful, things change. Scale matters. Distribution matters. Branding matters. Innovation doesn’t stop, but it often becomes more incremental. Nike still produces advanced shoes and invests heavily in technology, but it also has to serve a global market, not just a niche group of runners.

 

This is not a criticism—it’s a pattern.

 

Small companies win by being different. Large companies win by being consistent.

 

Right now, HOKA and On feel fresh because they are still close to their original idea. They are building products people notice the moment they put them on.

 

Nike didn’t forget how to innovate. It just became big.