How HOKAs Became The “It” Sneaker Beloved By Both Marathoners & Fashion People

“At first, our consumers consisted primarily of runners who were ‘in the know’ about athletic shoe trends, and now everyone is trying HOKA — college kids, Olympic athletes, streetwear influencers, fashion designers, walkers, people who are recovering from an injury, etc.,” Gretchen Weimer, HOKA’s Global VP of Product, writes me in an email. “Our dedication to providing both an exceptional product and an ethos of inclusivity has led to a substantial amount of word-of-mouth recommendations that has propelled us to become one of the fastest-growing brands in the industry.” (On the topic of the brand’s inclusive styles, Weimer writes, “We know that men and women often share the same desire for both colorful or neutral-colored footwear, but the difference comes down to the wearing occasion. The approach with our all-gender styles was more driven by that desire, and not trying to specify that certain styles or colors are only for men or women; it feels more inclusive.”) And, in a series of very smart partnerships, HOKA has also catapulted into the fashion stratosphere via collaborations with hip brands like Outdoor Voices, Opening Ceremony, and Engineered Garments.
By: Jinnie Lee