Originally, the brand made in Annecy was aimed at sportsmen and women, particularly trail runners; it equips amateurs and champions alike for the famous Ultra-Trail du Mont-Blanc (UTMB). 🏔️ @walmsleyruns and @blandinelhirondel will tell you all about it.
It was by combining style and performance that @hoka (launched by Nicolas Mermoud and Jean-Luc Diard) made its mark, even going off the beaten track of the running world to seduce fashionistas on the streets of New York. 🗽 Thirteen years after its birth, the Haute-Savoie label is even signing cutting-edge partnerships that none of its first fans could have predicted.
And the planets are aligning: the gorpcore trend is in full swing. HOKA is being courted by @moncler, @engineered_garments_official, and @openingceremony to develop limited editions that will make every footwear addict drool. Whether in the city or the mountains, HOKA is a hit. 👟
