Popular sportswear company Hoka has been accused of failing to acknowledge the Māori origins of its name by Indigenous intellectual property experts in New Zealand, making it the latest in a string of global brands to be accused of misappropriating Māori culture.
The French American firm, which specialises in running shoes, takes its name from the Māori word hoka, meaning “to fly”. Its logo, a bird in flight, mirrors the word’s meaning, as does its tagline “fly, human, fly”.
