Shoe Brand Hoka Accused of Misappropriating New Zealand’s Maori Heritage | Firstpost America | N18G
Global sportswear brand Hoka is facing criticism for failing to acknowledge the Maori origins of its name, despite using Maori words in its branding. Originally named Hoka One One, meaning "to fly over the earth" in Maori, the company removed references to the language after being acquired by Deckers Brands in 2012. Indigenous intellectual property experts argue that Hoka is selectively benefiting from Maori culture without respecting its significance. The controversy highlights a broader pattern of global brands misappropriating Maori words and symbols without consultation, sparking calls for greater accountability in cultural representation.