BRAND PROFILE: HOKA

THE HISTORY OF HOKA

In case you're new here, let us give you the rundown of how HOKA came to be. It all started in 2009 when co-founders Jean-Luc Diard and Nicolas Mermoud tried to find a simple solution to a simple problem: to run downhill faster. Posing on the idea “what would a shoe look like if it made downhill running feel effortless and as if you were flying?” 

With that question in mind, it was upon the rocky terrain of the French Alps where the pair decided to bring the adrenaline of gravity sports to running. How? The idea was straightforward: add cushioning, a wider sole, use lightweight fabric, and put Meta-Rocker (geometry that complements the natural gait cycle) in the midsole. 

By carving, reshaping and glueing the foam on their running-shoe soles, they uncovered how to maintain momentum from stride to stride, and it's safe to say, it wasn't long before everyone wanted a taste of the runner’s high. 

Landing on its feet with the adoption of elite athletes, it was in 2010 when HOKA gained serious traction, with the very first drop of sneakers hitting the stores. Accruing a hardcore fan base of runners, HOKA running shoes, also known as the ‘maximal’ running shoe, redefined the term ‘running shoe’ as everyone once knew. 

THE HOKA COMMUNITY: “TOGETHER FOR BETTER”

HOKA strives to bring the best out of everyone, whether they run, walk, or hike. They progressively champion the stories of others and use them as inspiration for new projects. Humans of HOKA is a way the brand celebrates its community, along with supporting events like the HOKA Run Club.

What makes HOKA different?

A key part of what makes HOKA a step above the rest is its relentless innovation; the maximalist cushioning, meticulously engineered counterparts, and dynamic appearance speak for themselves. If you don’t believe us, check everything there is to know about HOKA’s key shoe components and must-have recovery slides for yourself below. 

HOKA: RECOVERY IS KEY

Exhausted from hitting extra miles and smashing PBs? Then check out the HOKA Ora Recovery Slides. “Wear your soreness like a badge of honour” and slip into the lightweight and cushioned slide for some post-run bliss. Crafted with dual-density geometry and an injection-moulded outsole that allows for maximum comfort without compromising on stability and support, recovery has never felt better. 

HOKA COMFORT TECHNOLOGY:

Below are the three key components of HOKA’s innovative footwear. Each one has been broken down with a description of how it improves your performance, comfort, and speed. 

Cushioned Midsole

The HOKA cushioned midsole is crafted to facilitate a soft, gentle landing with each step while providing a responsive rebound. It offers exceptional shock absorption without compromising on weight whilst its plushness can be adjusted to meet specific performance and protection requirements. The result? Precise levels of comfort and support with every wear. 

Active Foot Frame™

The HOKA Active Foot Frame™ technology is designed to securely hold your foot in place by adjusting the height of the midsole walls. This innovative feature provides unparalleled support and confidence, no matter the terrain or surface you're navigating.

MetaRocker™

HOKA’s Meta-Rocker technology is crafted to ensure a seamless and effective transition with each step. It can be adjusted to enhance the speed of transition in the front part of the foot or scaled back to offer increased contact with the ground and stability. All HOKA shoes are designed with a Meta-Rocker. 

Which HOKA running shoe is best for me? 

To set you off on the right foot, decide whether you want HOKA shoes for running, trails, lifestyle, or hiking. From there, you can explore some of the styles we have picked out below, each broken down with inspiration for your next 5K or rocky terrain adventure. 

What is the ‘pronation’ of the foot?

Pronation is a complex set of movements that occur as your foot contacts the ground during walking or running. These movements, which include heel strike, midstance, and push-off, help to absorb shock and distribute forces throughout your body. The way your foot pronates can vary depending on your individual running or walking technique.

If you have a high arch and are likely to underpronate, it is recommended that you opt for extra cushioning and arch support. The Stinson 7’s, for example.   

For mid-arch, you are best suited to neutral running styles - the Clifton 9’s and Bondi 8's, for example.

Low arched and flat feet are prone to overpronation, if this is the case for you, extra stability is advised. For extra stability, check out the HOKA Stinson.

ICONIC HOKA PERFORMANCE FOOTWEAR 

To help you pick a HOKA shoe for you, we've curated some of the brand’s signature styles with a rundown of key features, specifications, and intended use. This is just a small selection of HOKA footwear, all available to shop and END. If you can't find the one for you, then check out the links below for more. 

HOKA for Men 

HOKA for Women

ROAD RUNNING  

HOKA Clifton 9  

Your new companion for light and comfortable road running. 

Part of the Clifton franchise, the Clifton 9 sneaker is lighter and more cushioned than ever before. It delivers a refreshing underfoot experience, all thanks to its responsive foam and improved outsole. It’s fitted with a Early stage MetaRocker™  midsole for energy-saving transitions, and retains that maximist aesthetic we all know and love. 

Stability: Neutral

Cushion: Balanced 

Heel-to-toe Drop: 5mm

HOKA Bondi 

The Bondi 8 is a road running game-changer; you heard it here first. Undoubtedly one of the hardest working shoes in the HOKA lineup, they’re lighter than ever, fitted with a light foam midsole for enhanced durability and comfort. They feature brand-new extended heel geometry that guarantees to amplify your performance with a smooth and cushioned feel. There’s no excuses not to go the extra mile with this pair. 

Stability: Neutral

Cushion: Plush

Heel-to-toe Drop: 4mm

ALL TERRAIN: 

HOKA Speedgoat 

Best for trail and hiking, the HOKA Speedgoat 5 sneaker is the ultimate shoe for outdoor exploration. Designed to enhance confidence on tricky terrain, the lightweight build features Vibram® Megagrip with Traction Lug for enhanced grip and retains the maximalist stacked profile. Double-layered jacquard mesh allows breathability, while its compression-moulded EVA foam midsole provides a cushioned landing with every stride.  

Stability: Neutral

Cushion: Balanced

Heel-to-toe Drop: 4mm

TRAIL RUNNING: 

HOKA Mafate 

The brand-new Mafate Speed 4 – the ultimate trail companion. It takes all the best bits from the EVO Mafate and Mafate Speed and rolls them into one. The classic HOKA trial style you love is better than ever, with fresh new materials. Think breathable, single-layer jacquard mesh, and a two-part PROFLY midsole with the coveted lightweight and bouncy foam sole underfoot. It's like walking on clouds, but with serious trail credibility.

Stability: Neutral

Cushion: Responsive

Heel-to-toe Drop: 4mm

HIKING AND LIFESTYLE: 

HOKA Anacapa 

Reimaged to be more lightweight than ever before, HOKA sets out to elevate your weekend hike adventures with the Anacapa Breeze Low. Engineered for warmer climates, they’re  crafted with technical knit uppers and feature signature HOKA extended-heel geometry underfoot. A Vibram® Megagrip outsole unit means you can hike along any terrain, promising a smooth, cushioned feel with every stride. 

The signature Anacapa shoe all comes in GORE-TEX, ensuring fun and adventure, whatever the weather. 

Stability: Neutral

Cushion: Plush

Heel-to-toe Drop: 8mm

HOKA FAQs

How to pronounce HOKA? 

Ho-kah

The purpose of HOKA? 

HOKA has a clear goal, “to inspire people to move.” By driving creativity with purpose and passion, the HOKA name has become a cult favourite for avid runners and athletes alike. 

What year was HOKA founded in? 

HOKA was founded in 2009 by Nicolas Mermoud and Jean-Luc Diard, both former Salomon employees with a wealth of experience in the world of running and performance footwear. 

Can HOKA sneakers be washed? 

For those looking to extend the life of their HOKA trainers, the brand advises weatherproofing. Simply spray your shoes with a waterproofing solution when they are dry, ensuring full coverage. Wait for them to dry completely, and if needed, repeat the process. This will facilitate easier rinsing or washing away of water and mud, ensuring your trainers stay in top condition mile after mile.

The general care guidelines for HOKA are to hand wash with cold water, using mild soap or detergent, and allow it to fully dry away from direct sunlight or heat. 

How to clean HOKA mesh fabric:

When caring for your HOKA mesh running shoes, it's best to stay clear of vigorous scrubbing. Mesh is lightweight, breathable, and dries quickly. To safeguard your new runners, opt for gentle pressure and dabbing motions instead of wiping. If needed, use a soft-bristle toothbrush for more intricate cleaning, ensuring your shoes stay in prime condition for longer.

Do HOKA shoes fit true to size?

Overall HOKA shoes run true to size. Research suggests that the HOKA Clifton's and Bondi's run small and recommend taking at least a half size up, however, to ensure your perfect fit, check out the HOKA sizing guidelines below. 

Please note: Depending on your intended use for your HOKA shoes, it's advisable to consider increasing your size by half or even a full size in running shoes. This extra room in the toe box accommodates potential swelling, ensuring a comfortable fit throughout your activities. 

HOKA COLLABORATIONS: 

We checked in with our in-house Collaborations Footwear and Apparel Designer to get their opinion on HOKA. You’ll also spy the latest HOKA X END “Overlanding” collaboration below where the team worked with HOKA to rework the coveted Mafate Speed 2 and Kaha Low GTX sneakers.

HOKA X END “Overlanding” 

Drawing from the concept of "overlanding," a style of self-sufficient travel focused on the journey through rugged landscapes, the first END x HOKA debut capsule embodies the thrill of exploring uncharted territories in four-wheel drive vehicles. The two reworked designs, the Mafate Speed 2 and Kaha Low, were chosen for their go-anywhere characteristics synonymous with the world of overlanding.

Why did END. choose to collaborate with HOKA?

“From a business perspective we chose to work with HOKA because they’re growing as a company at an incredible pace, and their share of sales within END. is also growing really fast season upon season. From a creative and product perspective, they have their own design identity and distinctive product offering that we really wanted to play with and throw our own twist on.” - Collaborations Footwear and Apparel Designer

What's your favourite HOKA shoe, and why?

“I have a couple at the moment, I’d say the Kaha Low and the Tor Summit 2 are my favourites. They have a nice bulky shape that goes well with big pants and are incredibly comfortable if you’re on your feet all day!” - Collaborations Footwear and Apparel Designer

What do you use your HOKAs for?

“I run in Bondi 8 and wear the more lifestyle silhouettes day to day for work or for days out, so as a brand they’re super versatile - they even have a growing range of recovery footwear for around the house, which all look great!” - Collaborations Footwear and Apparel Designer

What do you love about the HOKA brand?

“I love the way they’re constantly pushing innovation and newness at the moment. Obviously they’re still a relatively new brand so they don't have a huge archive of their contemporaries, and that’s pushed them to a place where they are constantly coming up with new silhouettes season upon season - rather than ‘retro-ing’ older styles which is really setting them apart in the market.”

 - Collaborations Footwear and Apparel Designer

END.’s HOKA COMMUNITY: 

We asked a few of END’s in-house team members to share their thoughts and insight on all-things HOKA. 

What's your favourite HOKA shoe, and why? 

“That’s a hard one as I do love the Clifton but I think that the Hoka Speedgoat 5 is the one for me as I love trail running, but it’s also good for hiking and going on walks.” - Senior Photographer 

“Bondi 7! Because they are my trusty running shoes but I also love the look of the Satisfy x HOKAs!” - Photographer 

“My favourite Hoka shoe to date has to be the Mach X. It’s by far my most used in my current rotation. It’s considerably narrower than models such as the Cliftons 9’s and Bondi 8’s and tends to fit my foot far better. Additionally, its durability allows for high volume with very little wear.” - Creative Videographer

What do you use your HOKA shoes for? Walking, Hiking, Running, Fashion? Etc. 

“Running mostly. But I will wear Clifton shoes for day-to-day stuff.” - Senior Photographer

“I use both HOKA Clifton 8s and Mach X’s for running and my Anacapa 2s for hiking and walking.” - Creative Videographer

What made you choose HOKA over other brands? 

“I'm a bit of a sucker for a French brand, have to say. But I do love the outdoor vibe that comes with HOKA.” - Senior Photographer

“Versatility, most running shoes are difficult to style with anything other than running clothes but HOKA covers all bases.” - Photographer 

“I continue to use Hokas due to their reliability and resilience across multiple terrains and conditions. However, as of recently, their silhouette and colourways have been of equal appeal to me.”  - Creative Videographer

What do you love about HOKA as a brand? 

“If it's road or trail running shoes, every season they always come out with something better than the last.” - Senior Photographer

“The designs of the shoes and the iconic spongy soles!”  - Photographer 

“In comparison to other brands, Hoka has always considered performance before style. Whether it's running or hiking, Hoka ensures their products are practical and functional oriented before anything else. With their newer styles and colourways they provide both style and substance across their apparel and footwear.” - Creative Videographer 

SIMILAR BRANDS TO HOKA: 

Arc’teryx

Similar to HOKA, Arc’teryx was born in white-capped mountains, this time located in the Canadian Coast Mountain wilderness. With a drive to create precise design with in-house manufacturing, the brand had one goal in mind: to offer unrivalled performance at the point of extreme need. Established back in 1989 by passionate climbers from the local community, Arc’teryx continues to serve as a hub for adventurers who share similar interests and values. The brand’s logo is no stranger on the city streets too; it references the Archaeopteryx, the transitional fossil of early dinosaurs to birds. Shop the latest Arc’teryx for men and women at END. 

ON 

Swiss label ON was founded in 2010 by Olivier Bernhard, Caspar Coppetti, and David Allemann, and is renowned for its signature CloudTec® cushioning technology which revolutionises the running experience. Designed for performance and style, similar to HOKA, ON products are enjoyed and favoured by athletes and novis’ alike, offering comfort, support, and speed for every stride.

Asics 

Beyond the running track, Asics has been one of the leading running shoe brands, like HOKA, priding itself on its technical superiority and rigorous quality. Whether you're after the lifestyle sneaker of the season, or unmatched-performance technology, you’re guaranteed to find your match. Shop all Asics for men and women here at END. 

New Balance 

Boston-based sneaker label New Balance has one goal… to help you achieve yours! They do this with their extensive range of sneakers, offering comfort, style and performance technology for athletes and sneakerheads alike. By championing people and the planet, New Balance has more than earned its cult-like status, so get on board and shop the latest New Balance sneakers at END. for men and women today. 

adidas 

adidas, one of the largest sportswear manufacturers in the world, is a leader in the sport and lifestyle realms. With its iconic three-stripe and Trefoil logo adorning its apparel and sneakers worldwide, it continuously offers fresh iterations of its archival favourites that reach cult status, season after season. adidas strives to develop innovative technology and processes for men and women, providing unmatched performance and comfort depending on your desired sport or activities.  

Salomon 

Salomon, a French outdoor brand much like HOKA, originated in the scenic French Alps. Initially celebrated for its exceptional ski equipment, Salomon has evolved over the years to emerge as a prominent figure in streetwear culture. Salomon's surge is fuelled by its commitment to durability, performance, and inventive design, consistently delivering pioneering technology and captivating colourways. For all things Salomon, check out our full brand profile here.