Hoka, a notable sportswear brand, is under scrutiny for failing to recognize its name's Maori origins, sparking discussions about cultural appropriation. The term 'hoka,' meaning to fly, reflects the brand's identity and is intertwined with its logo and tagline. However, since being acquired by Deckers Brands in 2012, Hoka has removed references to its Maori roots from its branding. Indigenous intellectual property expert Lynell Tuffery Huria emphasizes the importance of acknowledging such origins and maintaining cultural integrity, warning that misuse of Maori language and symbols without permission risks cultural undermining.
If they don't want to associate themselves as being a Maori word they need to stop using it, said Lynell Tuffery Huria, who is recognised as the first Maori patent attorney and is a leading expert on Indigenous intellectual property rights.
Maori words, concepts and motifs - be they tattoo, design or art - are often rich in meaning and history, and their use is frequently governed by a set of protocols, or tikanga.
Not observing tikanga risks undermining Maori culture, and puts brands at risk of being challenged, Tuffery Huria said.
Why are you using that word if you're not prepared to acknowledge its whakapapa [origin] and its history and to engage with the Indigenous people from which the word comes from?
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