Radical change often comes about in trying to solve a simple problem. The original goal was to improve endurance race times by designing a shoe to go downhill faster. In doing so, we inadvertently reinvented the running shoe. The new shoes improved the experience of going uphill too. And down again. And up again. It turns out that redesigning a shoe that helps an athlete tackle 100 miles in challenging conditions can help all runners perform.

The design ethos owes as much to surfing, skiing and cycling as running, and the patented elements they incorporated into the original shoe - aka the Hoka One One ® difference - influence every shoe that they build.

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