Hoka, a well-known sportswear brand, has come under scrutiny from Māori intellectual property experts in New Zealand for not recognizing the Indigenous roots of its name. The company, which specializes in running shoes, derives its name from the Māori term "hoka," translating to "to fly." This association is visually represented by its logo featuring a bird in flight, as well as its slogan "fly, human, fly." Initially, Hoka, formerly known as Hoka One One, acknowledged its name's Māori origins, describing it as loosely meaning "to fly over the earth." However, this reference was removed from the company's website following its acquisition by Deckers Brands in 2012. Lynell Tuffery Huria, a prominent Māori patent attorney, emphasizes that if Hoka wishes to disassociate from its Māori roots, it should cease using the term entirely. She questions the company's reluctance to engage with the Indigenous community regarding the word's significance and history. Māori culture is deeply embedded in its language, art, and traditions, with specific protocols governing the use of its elements. Violation of these practices risks diluting Māori heritage and could lead to backlash against brands. Many global companies have faced criticism for appropriating Māori culture, including a clothing line linked to Formula One driver Fernando Alonso and a UK carpet company. Hoka's shoe models, Arahi and Hopara, also draw from Māori language, with Hopara meaning "to explore" and Arahi holding sacred connotations in certain contexts. Dr. Karaitiana Taiuru, another expert in intellectual property, argues that placing sacred terms on footwear conveys a lack of respect for the culture. He insists that Hoka should at least pronounce its name correctly, as mispronunciation signals disregard for its significance. Ultimately, Taiuru advocates for brands to engage with Indigenous communities when utilizing cultural elements, ensuring that appreciation does not slip into appropriation.
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