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An Introduction To Hoka Running Shoes

Hoka One One means 'Fly over the Earth' in Maori and devotees of this brand will absolutely agree with that sentiment. Hoka as the brand is more readily known has based its shoe design on cushioning and after becoming the shoe of choice of trail runners and triathletes. It's now a favourite of distance runners worldwide, as well as fashionistas. Why?

Everything you need to know about Hoka running shoes Hoka One One means 'Fly over the Earth' in Maori and devotees of this brand will absolutely agree with that sentiment. Hoka as the brand is more readily known has based its shoe design on cushioning and after becoming the shoe of choice of trail runners and triathletes. It's now a favourite of distance runners worldwide, as well as fashionistas. Why? The history Founded in Annecy, France in 2009 by two former Salomon employees, Nicolas Mermoud and Jean-Luc Diard, Hoka was sold to the footwear conglomerate, Decker, in 2013. Initially it was very much you either 'love them' or 'hate them', but that stance has softened now and many runners are prepared to give them a go. Hoka has always been about cushioning and there is an argument to say that this came above the look of the shoe in the early days. Known as 'clown shoes' by many, the oversized soles and extreme colours put many off trying them out. Things are very different now. Hoka, with its with its bulky appearance and oversized outsoles, was an outlier in athletic shoe stores filled with lightweight and slim sneakers influenced by the leading apparel companies. The initial goal of the founders was to provide the ultimate in cushioning, with a firm base made from super lightweight materials. These qualities would lead to a stress free run, with the potential to reduce injuries. At the time this was completely contrary to what was going on in the rest of the running shoe sector, which was very much going down the minimalist path. This was the era of Nike Free. Hoka shoes were very much maximalist. They could not have been any more different to the rest of the market. Who owns Hoka running shoes? Hoka is owned by Deckers, the company behind Ugg and Teva shoe brands. When Deckers bought Hoka in 2012, the brand had just over $2 million in sales. Nobody outside of elite runners had heard of it. By 2017, Hoka was the top shoe at the annual Ironman Kona Shoe Count, which is remarkable given how little was known of the brand five years earlier. In May 2023 the fourth quarter earnings showed Hoka's net sales increased 40.3% to $397.7 million compared to $283.5 million, compared to the same period the year before. For the full 12 months of the 2023 fiscal year Hoka's brand net sales increased 58.5% to $1.413 billion compared to $891.6 million, the year before. The Hoka Clifton 9 road running shoe The CEO of Deckers detailed how this has been achieved, focusing on 'added points of distribution with select strategic accounts slowly throughout the year', such as some Foot Locker stores and more Dick's Sporting Goods locations. 'We’re always prioritizing the run specialty channel – that’s our bread and butter. We’re not really looking to expand to too many doors in wholesale. We’re focused on healthy sell-through and expanding categories'. What are they known for? From the outset Hoka shoes had a very thick sole and high stack height due to the amount of cushioning between the foot and the ground. As a result the shoes are higher and look much chunkier than more traditional running shoes. Hoka running shoes are often popular amongst runners doing higher mileage and runners susceptible to injury seeking more joint-impact forgiveness, thanks to this unique level of cushioning. The brand has used the cushioning as one of the key elements of its marketing and in 2017 even used a runner dressed as a marshmallow in a TV ad to launch its latest Clifton model. There are three levels of cushioning and despite what often looks like it will be heavy shoe, they are surprisingly light. DNA LOFT is the softest cushioning, made from a blend of EVA foam, rubber, and air. DNA AMP provides the highest energy return because it is ultra springy and much stiffer than DNA LOFT, so it’s ideal for speed shoes where you want to optimize forward propulsion. BioMoGo DNA is in between DNA LOFT and DNA AMP adapting to and accommodate the runner's gait and providing the right support and cushion. There is also DNA Flash provides very little cushioning and is used in Hoka's racing shoes. Most of the shoes are neutral shoes, but there are a limited number of stability shoes that use the J-Frame technology and a firmer foam on the medial side of the foot to prevent excessive pronation (rolling inward). These are designed to give support to runners who are shown to need it The Hoka Bondi 8 road running shoe And then there is the 'drop' between the heel and the toe. Most traditional running shoes from the likes of Brooks and Asics have a heel-to-toe drop of around 10mm-12mm, compared to around 5 mm in Hoka shoes. Not zero drop, like Altra, but closer to a more natural running position than the bulk of the market. Hoka soles also have a meta rocker, which is designed to help guide the transition from heel to toe (impact to push off) when you run. Newer models also have a Hubble Heel, which is an extended heel portion designed to improve the heel-to-toe transition. Pros and Cons There are pros and cons with every shoe. Here are Hoka's. Pros Most models are designed for outdoor use Some shoes are made with sustainable materials Running shoes are grippy with enhanced traction lugs Quick-toggle laces and heel tabs allow for easy removal Cons May be too cushioned for sprinters or racers Shoes tend to run narrow and small Most popular models Hoka Speedgoat 7 The Speedgoat is consistently voted the best trail shoe, with the latest version, the 5, has a lighter midsole compound and double layer mesh. The Hoka Speedgoat 5 trail shoe Hoka Clifton 10 The ever popular road shoe, it has been comprehensively redesigned for this latest version. Hoka Bondi 9 Another popular road shoe, it uses 40% recycled content lining mesh and is a good example of the brand's sustainability priorities. Hoka Rinconn 4 Used by triathletes, this is a really lightweight racing shoe, but with significant cushioning. Lots of changes have been made for the 3. Hoka Transport A performance walking shoe made with a 30 percent sugarcane EVA midsole and a 90 percent oil-free outsole. Real sustainability credentials. Hoka Kawana A lightweight shoe for indoor runs, they have a breathable engineered jacquard mesh upper and construction to support your Achilles. On the up? Definitely. Who would have thought that a brand would have changed so much in the last ten years. From being one that was perceived to be one for a small minority it is now cool and trendy. Social media and the influencer generation are positioning specialty running shoes as streetwear. At the moment they are still specialty running shoes but it remains to be seen if Decker embraces this market and creates shoes that aren't for runners and just for wearing around town, as has been seen with ON. Many celebrities have been photographed wearing Hoka, like Jennifer Garner, Reese Witherspoon, Cameron Diaz, Brie Larson and Harry Styles. This will most definitely keep sales moving upwards, hopefully resulting in more research and development, to make the shoes even better.

a-history-of-hoka-running-shoes

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