The Bite Magazine - Spring/Summer 2022 - Issue 31

Cristina Lloyd is introduced to four new and improved Hoka running shoes that may allow her to fly over the earth. biteshoes H oka I nitially known as Hoka One One, the athletic shoe company is now stylised as Hoka, meaning ‘fly over the earth’ in the Maori language. It was founded in Annecy, France, in 2009 by Nicolas Mermoud and Jean-Luc Diard, who wanted to design a shoe that al- lowed them to run faster downhill. Its oversized outsole, dubbed ‘maximalist’, provided more cushioning than oth- er running trainers on the market, which ultra-marathon runners favoured and was soon adopted by different types of runners. The original models had higher cushioning, but with lightweight running shoes added to the range, it gives athletes a choice of high or low profile for the road, trail and all-terrain. Hoka shoes feature a low weight-to-cush- ion ratio and midsole and outsole geometry to promote inherent stability and an efficient stride. They sponsor a host of professional runners, initially trail-ultra runners and then expanded into track and field, triathlon and road-running athletes. Hoka running shoes elevate a runner’s potential on the track, in the field or on the road. From the cushioned PROFLY™ dual-density midsole to the J-Frame™ out- er sole with Active Foot Frame technology, Hoka shoes push your performance further and farther than ever. Whether you’re a sprinter, 5K, hill or road, ultra-mara- thon, part-time or professional runner, Hoka has a run- ning shoe built for ultimate performance. The supreme cushioning prevents injury and softens the impact. They are ultra-light for a weightless gait and enhance stability and support with every step. Initially designed to improve downhill stability and traction, Hoka changed the game by introducing groundbreaking ergo- nomic technology and refining running shoes. “At Hoka, our goal is to inspire people to move. We want to em- power all athletes to act fearlessly and creatively, to drive forward with purpose and passion.” Hoka encourages sportspeople to maintain an ‘al- ways-on’ mindset for innovation and thinking outside the box. For these reasons, they craft bold and unexpected new solutions. Since they believe everyone is an ath- lete, they aim to amplify voices and help provide access to running, walking, fitness and the outdoors so people can find joy in movement. "Every run is about more than just a run, and it's about finding oneself and also losing oneself.” This year, the brand has improved its current line with new or updated versions of Kawana, Carbon X 3, Mach Supersonic and Arahi for men and women. Kawana in Blanc de Blanc/Butterfly, Black/White, Plein Air/Blue Glass, Short Bread/Bluing, Peach Parfait/Shell Coral or Black/Copper is a supremely versatile shoe for runners and fitness enthusiasts seeking premium comfort in a bold, innovative and stylish offering. It draws its name from the Australian Gold Coast’s famous beach. It breaks the mould with a lively new CMEVA midsole foam providing a solid rebound without packing out and delivering an incredibly well-balanced ride. It has a re- fined Swallow Tail™ heel geometry design allowing a smooth landing and transition, smoother extended heel pull and modified landing zone translating to a smoother transition for runners. Other features include Anatomical Achilles construction, early stage Meta-Rocker, engi- neered recycled jacquard mesh and Durabrasion rubber. Carbon X 3 in Billowing Sail/Evening Primrose, Festival Fuchsia/Black or Radiant Yellow/Camellia is 10 g lighter than the Carbon X 2 and delivers the same propulsive ride as its predecessor. It has a new upper, integrated knit tongue for improved fit, silicone gloss print logo, extended heel pull, CMEVA midsole with PROFLY™ construction, responsive carbon fibre plate and aggres- sive Meta-Rocker. This formidable performance shoe is finished with bold, asymmetrical colouring for a state- ment-making finish. Mach Supersonic in limited-edition Radiant Yellow/ Camellia is the newest launch from Hoka's innovative pipeline featuring an all-new lightweight, resilient foam similar to the Carbon X 3 and PROFLY+™ midsole con- struction for explosive, regular training. It features a heel pull tab, moulded EVA sock liner, early stage Meta-Rock- er, rubberised EVA and engineered mesh. The finish is in a breathable jacquard upper and contoured collar, with the makings to break the sound barrier. Finally, Arahi in extensive hues, including Festival Fuch- sia/Ibis Rose, Short Bread/Fiesta, Yellow Pear/Sweet Corn and Outer Space/Bellwether Blue, is surprisingly light for a stable shoe. It’s grounded in the exact stabi- lising J-Frame™ as its predecessor and boasts a seem- ingly contradictory combination of maximal cushioning and minimal weight. With a pull tab and mesh upper, it provides breathability and is remarkably light and excep- tionally comfortable. Hoka shoes are available online and at Sweaty Betty stores in London. www.hoka.com/en/gb Images courtesy of Grove Communications