The running shoe set to compete with Nike isn’t who you think it is.

Move over, Under Armor, because you had your chance and couldn’t cut it.

Aidan dives into the tale of trail running’s greatest brand, and unpacks how two former Saloman employees crafted one of the most comfortable shoes of all time. He explains how Hoka’s incredible product design helped them to minimize market spend and conquer the competition for trail runners.

Why did Hoka’s choose to go maximalist in a minimalist market? And what makes them so appealing to Gen Z?

Toss out those dirty Air Force 1’s and slap on the most contrarian shoe brand out there.

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Why Marketing Works: Hoka