It is nice when stories recur. In both meanings that this verb can have. In fact, HOKA was born in 2009 right in the French Alps with its two founders running along the trails in this oddly shaped shoe that, by now, we are able to recognize at first glance.
History recurs, indeed, and HOKA has now become Premier Technical Footwear and Apparel Partner of the UTMB World Series circuit, which involves runners competing in top international events to begin their adventure to the UTMB Mont-Blanc and UTMB World Series Finals in Chamonix, France. Eight UTMB® World Series events are already confirmed and more will be announced in the coming weeks. Coverage will be at least 8 European nations, plus 8 events between Asia and Oceania and at least 4 in North and South America.
We all know HOKA for its street shoes, from the Carbon X 2 to the brand new Bondi X, but arguably the brand that is now part of the Deckers Group is one of the few in the market that also offers top-notch products for the trail (not coincidentally, many of the strongest ultras and trail runners are on the HOKA team) such as, for example, the Mafate, the Speedgoat or the new Zinal.
This partnership, 12 years after the brand’s founding, is a fine historical recourse. Very nice.