HIGH AND WIDE

These two men are probably known as the Maximalism Gurus : Jean Luc Diard and Nicolas Mermoud, two french guys who want to Maximalise the world.

Their Brand: Hoka One One.

Did you know? Before founding the Brand Hoka, J.L Diard worked and seemed to experience his Maximalism fundamentals with the Italian brand Tecnica in between 2007 and 09.

The Maximalism initiative and success created a serie of well known afficionados. few examples here, not an exhaustive list.

Under Armour pushed the analogy with the semantic of the bikes big tires implementing a partnership with french manufacturer Michelin for a daring trail category product. 

The majority of the Industry actors have been convicted to integrate a maximalist item in their collections......all but one.This is the only picture found of a contemporary maximalist running shoe made by Giant Nike. this shoe seems to be prototyped only.

We all seem to speak about Maximalism since 2009 for the runners addicts , 2011 for the magazine readers.  I personally believe in an era of Maximalism 20 years before the first Tecnica initiative some days Back to 1987 with the Iconic AIR MAX ONE.

What did you had in mind Mr Hatfield when you pushed the boundaries with the very first AIR MAX....imalist?