When you say OC, I suspect you mean On - their logo has the lower-case 'n' rotated 90 degrees, so looks a bit like Oc. On & HOKA both have huge marketing towar

When you say OC, I suspect you mean On - their logo has the lower-case 'n' rotated 90 degrees, so looks a bit like Oc. On & HOKA both have huge marketing towards "new" runners in the UK. And HOKA especially have made a point of marketing to women, in contrast to many traditional sportswear brands - with the rapid increase in numbers of women participating in sports, that's been a big part of their success.