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The History of HOKA: Revolutionising Running and Influencing Fashion

Hoka: The Marathon-Sized Makeover

We've stocked Hoka at Urban Industry Since 2023 and we thought it was high time we took a longer look into what makes this brand so interesting. 

Imagine strapping on a pair of running shoes that feels like you’re bouncing on clouds. That’s the essence of HOKA—a brand that went from niche trail runner favourite to global phenomenon, carving out a unique space where performance and style collide. But how did this brand sprint to the forefront of both running and fashion? Let’s dive into the history of HOKA and its remarkable journey from obscure origins to a household name with impact far beyond the track.

Born in the Alps: The Origins of HOKA ONE ONE

HOKA ONE ONE (pronounced "O-nay O-nay," meaning "fly over the earth" in Māori) was founded in 2009 by two French trail runners, Nicolas Mermoud and Jean-Luc Diard. Dissatisfied with the shoe options available for trail running, they envisioned a design that would maximise comfort and minimise fatigue, particularly on rugged terrains.

The result? A revolutionary shoe with oversized midsoles and enhanced cushioning. While it initially looked like a moon boot, athletes quickly realised that these shoes weren’t just about appearances—they were about performance. HOKA shoes absorbed impact better, improved stability, and offered an unparalleled ride.

The Science of "Maximalism"

At a time when "minimalist" running shoes like Vibram FiveFingers were dominating the market, HOKA dared to go in the opposite direction. Their philosophy of "maximalism" prioritised comfort and support without compromising speed.

Key Innovations:

  • Oversized Midsoles: Up to 2.5 times the cushioning of traditional running shoes.

  • Meta-Rocker Geometry: Encourages a smooth, rolling stride.

  • Lightweight Materials: Despite their size, HOKA shoes are feather-light.

This design ethos didn’t just appeal to trail runners. Road runners, ultramarathoners, and even casual joggers began to embrace the brand. By 2013, HOKA’s Clifton model had become a runaway success, winning awards and proving that maximalism was more than a trend—it was a revolution.

HOKA’s Cultural Crossroads: From Running to Fashion

While HOKA’s roots are firmly planted in performance, the brand has made serious strides into the world of fashion. High-profile collaborations with designers like Engineered Garments and Moncler have elevated HOKA’s status from practical to stylish. Today, you’re just as likely to spot a pair of chunky HOKAs on a fashion interested customer in London or a well know celebrity as you are on a marathoner pounding the pavement.

Adam Sandler in Hoka Shoes.

Chris Rock In Hoka Shoes

Why the crossover appeal? It’s all about the "athleisure" trend (what a dreadful term...) With a growing preference for comfort-meets-style, HOKA’s bold silhouettes and vibrant colour ways resonate with a generation that values both functionality and flair.

Further collaborations with one of the much loved new breed of running brands, SATISFY® has paid dividends for both brands. The established trainer brand hooking up with the new design led clothing brand has pushed both brands further into the mindset of the younger avid runner as well as the fashion set. Hoka x SATISFY® Clifton Shoes sold out within minutes upon their release. 

FAQs About HOKA (And Why You Should Care)

1. What makes HOKA shoes different from other brands? HOKA’s signature oversized midsoles provide unparalleled cushioning, reducing impact and fatigue. Their Meta-Rocker technology also promotes a smoother, more efficient stride.

2. Are HOKA shoes good for beginners? Absolutely! Whether you’re training for your first 5K or just starting your running journey, HOKA’s designs prioritise comfort and support, making them ideal for newcomers.

3. Why are HOKA shoes popular in fashion? HOKA’s bold designs and collaborations with top fashion houses have made them a statement piece. Plus, their focus on comfort means that anyone that values a comfortable pair of shoes is a would be customer. At the end of the day you just can't beat comfort for you feet!

4. How long do HOKA shoes last? Most HOKA shoes offer a lifespan of 300-500 running miles, depending on usage and care—comparable to other high-quality running shoes.

A Look at Hoka's Iconic Models stocked at Urban Industry.

Hoka Tor Summit Shoes

  • Key Features: Premium fabric uppers, Durability as standard
  • Pros: Exceptional cushioning, stability and grip with the Vibram Megagrip Sole unit.
  • Best Suited For: A wide range of end users transitioning from street to mountain. A perfect hybrid shoe with Alpine styling.

Hoka Mafate

  • Key Features: Active Foot frame and Meta-Rocker technology.
  • Pros: Exceptional cushioning, stability, and protection
  • Best Suited For: Trail runners looking for a comfortable and supportive shoe

Hoka Speedgoat

  • Key Features: Oversized midsole, durable outsole, comfortable upper
  • Pros: Lightweight, stability, and durability
  • Best Suited For: Trail runners looking for a lightweight and super grippy shoe, featuring that Vibram Megagrip sole.

Hoka Kaha 2 & 3: The Durable Workhorse

The Hoka Kaha 2 & 3 is a versatile hybrid shoe designed for both hiking and trail running. It boasts a robust construction with a durable upper and a reinforced toe box to withstand tough conditions. The Vibram Megagrip outsole provides exceptional grip on various terrains, making it ideal for adventures in rugged environments.

 

Ideal for: Hikers and trail runners who prioritise durability and protection, especially in challenging conditions.

 

Hoka Bondi B3LS: The Plush Road Runner

The Hoka Bondi B3LS is a road running shoe known for its exceptional cushioning. It features a full-length Meta-Rocker midsole that promotes a smooth and efficient gait. The shoe's wide base provides stability, making it suitable for runners with pronation or overpronation. The Bondi B3LS is ideal for runners seeking a comfortable and supportive shoe for long distances.

 

Ideal for: Road runners seeking maximum cushioning and stability, especially for marathon training or long daily runs.

How HOKA Revolutionised Running and Lifestyle

HOKA didn’t just change the game for runners; it redefined what a running shoe could be. By prioritising comfort and bold design, the brand has bridged the gap between performance and lifestyle. From ultra-endurance athletes to streetwear enthusiasts, HOKA’s appeal is universal.

Their journey also mirrors broader cultural trends. The rise of athleisure, the importance of comfort, and the blending of sport with everyday life have all contributed to HOKA’s meteoric rise. And while other brands play catch-up, HOKA continues to innovate, ensuring their shoes remain at the forefront of both performance and fashion.

Conclusion: Time to Lace Up

HOKA’s story isn’t just about running; it’s about rethinking how we move, live, and express ourselves. Whether you’re chasing a personal best on the track or just making a great choice for your daily footwear rotation, HOKA’s blend of form and function offers something truly unique.

So now it's time to check out our latest line up of Hoka shoes at Urban Industry. Click through to see whats what.