ARTICLE · 28 MAY 2025

Il caso HOKA e la lingua Māori

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Negli ultimi anni, il mondo della proprietà intellettuale si è trovato sempre più spesso a confrontarsi con un tema delicato: l'uso commerciale di elementi culturali indigeni.

ItalyIntellectual Property

Laura E. Benatti

Quando un marchio 'mette piede' nel patrimonio culturale

Negli ultimi anni, il mondo della proprietà intellettuale si è trovato sempre più spesso a confrontarsi con un tema delicato: l'uso commerciale di elementi culturali indigeni. Il caso del marchio HOKA, noto brand internazionale di calzature sportive, riporta al centro dell'attenzione il fragile equilibrio tra strategie di branding e rispetto per le identità culturali delle comunità originarie.

Fondata in Francia e oggi di proprietà del gruppo statunitense Deckers Outdoor Corporation, l'azienda ha scelto per il suo nome una parola della lingua Māori: Hoka, abbreviazione di Hoka One One, traducibile come "vola sopra la terra". Non a caso, il logo raffigura un uccello in volo e lo slogan aziendale recita: "Fly Human Fly".

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