You’ve seen them around town, the ugly shoes with their big fat soles. But from hard core runners to influencers and celebrities who love their wild colours and fit, people are buying up big, turning Hoka into one of the fastest growing running brands in the world.

That success has boosted the sales at its local distributor, ASX-listed Accent Group, which struck a licensing deal with Hoka’s California-headquartered parent, Deckers Brands, the owner of Ugg and Teva, last year.