BRAND PROFILE: HOKA
29 May 2026
Explore the world of HOKA with END., where we’ll be deep diving into everything from HOKA innovation to its most iconic silhouettes, performance technology, and sizing.
THE HISTORY OF HOKA
If you’ve ever wondered 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 gluing 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 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
Sitting alongside HOKA running shoes, HOKA’s Ora recovery slides focus on three essentials: massive cushioning (dual‑density EVA to reduce foot pressure), a Meta‑Rocker shape (smooth forward roll that eases arches and Achilles), and ventilation ports (Slide 3’s airflow channels to keep feet cool). They’re ideal after runs, gym sessions, hikes, or long days on your feet.
HOKA COMFORT TECHNOLOGY:
Below are the three key components of HOKA’s innovative footwear.
Cushioned Midsole: The HOKA cushioned midsole gives you a soft, easy landing with every step while still feeling springy and responsive. It soaks up impact without adding extra weight.
Active Foot Frame™: The HOKA Active Foot Frame™ keeps your foot feeling locked‑in by raising the midsole walls around it. It gives you steady, reliable support and helps you feel confident no matter what surface you’re moving over.
MetaRocker™: HOKA’s Meta‑Rocker technology helps your steps roll smoothly from heel to toe. It can be tuned to feel quicker up front for a faster transition, or dialled back if you want more ground contact and stability. All HOKA shoes are designed with a Meta-Rocker.
Which HOKA running shoe is best for me?
To get started, think about what you want your HOKAs for — running, trails, everyday wear, or hiking. Once you’ve got that in mind, you can dive into the styles we’ve picked out below:
What is the ‘pronation’ of the foot?
Pronation is the way your foot moves when it hits the ground as you walk or run. It includes the heel landing, the middle of the foot taking the load, and the push‑off. These movements help absorb shock and spread the impact through your body. How much your foot pronates can change depending on your own walking or running style.
Underpronation HOKA running shoes: If you’ve got high arches and tend to underpronate, you’ll want extra cushioning and arch support — the HOKA Stinson 7 is a great match.
Neutral HOKA running shoes: If you’ve got mid‑arches, neutral running shoes are usually your best fit — think the HOKA Clifton 9 or HOKA Bondi 8.
Overpronation HOKA running shoes: If you’ve got low arches or flat feet, you’re more likely to overpronate, so extra stability really helps. Check out the HOKA Stinson for that added support.
ICONIC HOKA PERFORMANCE FOOTWEAR
We’ve picked out a few of HOKA’s signature styles with their key features and uses. It’s only a small selection — explore the links below for the full HOKA shoe lineup at END.
ROAD RUNNING
HOKA Clifton 9 - Your go‑to for light, comfortable road runs. The Clifton 9 is lighter and more cushioned than ever, giving you a fresh, responsive feel thanks to its new foam and updated outsole. The Early Stage MetaRocker™ helps you roll forward smoothly, all wrapped in that classic max‑cushion HOKA look.
HOKA Bondi - The HOKA Bondi 8 takes max cushioning up a notch with lighter, softer foam and extended‑heel geometry for a smoother, more balanced ride. An Early Stage Meta‑Rocker keeps transitions effortless, while the durable rubber outsole adds reliable grip — making it one of HOKA’s most cushioned road runners.
ALL TERRAIN:
HOKA Speedgoat: Built for trails and hikes, the HOKA Speedgoat 5 is made for confident off‑road miles. It’s lightweight, grippy with Vibram® Megagrip + Traction Lug, and keeps that signature max‑stack feel. The double‑layer jacquard mesh boosts breathability, while the compression‑moulded EVA midsole delivers soft, steady cushioning on uneven ground.
TRAIL RUNNING:
HOKA Mafate: The Mafate Speed 4 is built for serious trail days, blending the best of the EVO Mafate and Mafate Speed. It uses breathable single‑layer jacquard mesh and a two‑part PROFLY midsole with lightweight, springy foam for a smooth, cushioned ride that still handles tough terrain with ease.
HIKING AND LIFESTYLE:
HOKA Anacapa: Reworked to be lighter than ever, the HOKA Anacapa Breeze Low is built for warm‑weather hikes. It uses technical knit uppers and HOKA’s extended‑heel geometry for smooth, cushioned movement, while a Vibram® Megagrip outsole keeps you steady on any terrain. If you need something waterproof, the GORE‑TEX version has you covered.
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?
To keep your HOKA trainers in good shape, the brand recommends weatherproofing. Spray them with a waterproofing solution when they’re dry, let them dry again, and repeat if needed. It helps water and mud rinse off more easily so your shoes stay fresher for longer.
For general care, hand wash with cold water and mild soap, then let them air‑dry away from direct heat or sunlight.
How to clean HOKA mesh fabric:
If you’re wondering how to wash HOKA shoes if they’re mesh, skip the heavy scrubbing. Mesh is light, breathable, and quick‑drying, so use gentle dabbing instead of wiping. For small spots, a soft‑bristle toothbrush works well and helps keep your runners in top shape.
Do HOKA shoes fit true to size?
Overall HOKA shoes run true to size. Research shows that HOKA Clifton and Bondi models run small, so going up at least half a size is usually recommended. If you’re running in them, consider sizing up by half — or even a full size — to give your toes extra room for swelling and keep things comfortable.
HOKA COLLABORATIONS
HOKA is no stranger to ongoing brand partnerships, and for 2024 it teamed up with END. on “Overlanding” — a debut capsule inspired by off‑road adventure travel. The collaboration reworks the Mafate Speed 2 and Kaha Low GTX, chosen for their rugged, go‑anywhere build that matches the spirit of overlanding and exploring new terrain in four‑wheel‑drive vehicles.
We checked in with our in‑house Collaborations Footwear and Apparel Designer to talk about the HOKA x END. capsule and get his personal take on the brand.
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.”
SIMILAR BRANDS TO HOKA:
Arc’teryx
Arc’teryx is a Canadian outdoor brand known for super‑clean design, sharp engineering, and gear that holds up in tough mountain conditions. Started in 1989 in British Columbia, it focuses on technical apparel and equipment using materials like GORE‑TEX Pro and smart patterning that lets you move easily. People wear it for climbing, hiking, and alpine adventures — and plenty of everyday wearers love it for its premium, weatherproof style. Shop Arc’teryx for men and women.
On
On is a Swiss performance running brand known for its soft‑landing, springy‑takeoff CloudTec® cushioning and lightweight Helion™ foams. Founded in 2010, it’s built around the idea of “running on clouds.” Its shoes are worn by elite athletes, the On Athletics Club, everyday runners, and people who want comfortable trainers for daily use. Shop On for men and women.
ASICS
ASICS is a Japanese performance brand known for making some of the most reliable running shoes out there. Built on technical design and consistency, it’s a go‑to for everyday miles, race days and even lifestyle looks, loved by seasoned runners and newcomers alike. Shop ASICS for men and women.
New Balance
Sitting at the front of the sneaker conversation, New Balance has spent decades refining the balance between innovation and everyday ease. Once known for bold, tech‑driven running designs, the brand now anchors modern wardrobes with pieces you reach for instinctively. They deliver cushioned, comfort‑first footwear and versatile apparel built for movement and daily life. Shop New Balance for men and women.
adidas
adidas sits at the centre of global sport and the style that surrounds it. For nearly a century, the brand has shaped how the world moves — and dresses — with performance innovation that naturally crosses into everyday culture. Founded by Adi Dassler in Herzogenaurach, its mission to change lives through sport still drives everything from footwear and activewear to terrace staples and modern lifestyle essentials. Shop adidas for men and women.
Salomon
Salomon is a French performance brand rooted in the Alps and built for the outdoors, but just as at home in the city. Known for its technical precision, progressive design, and trail‑ready engineering, it delivers footwear and clothing that balance rugged capability with a modern aesthetic. From mountain paths to everyday streets, Salomon has become a go‑to for those who want function, innovation, and style in equal measure.
Shop Salomon for men and women and read our brand profile here.
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