hoka

Founded in the French Alps by trail runners Jean-Luc Diard and Nicolas Mermoud in 2009, Hoka was born from a desire to run downhill faster. They countered the era's minimalist trend by creating shoes with maximalist cushioning, pioneering a design with an oversized midsole that offered superior shock absorption and stability without adding significant weight. This innovation was initially embraced by ultramarathoners who valued the enhanced comfort over rugged terrains but soon found a mainstream audience. The brand's core products, including the iconic Clifton and Bondi road shoes and the Speedgoat for trails, are defined by their lightweight feel, signature cushioning, and Meta-Rocker geometry, which is designed to propel runners forward.

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