HOKA ONE ONE® Brings Revolutionary Brand Experience Beyond Running

Press release:

RICHMOND, Calif., Jan. 7, 2015 /PRNewswire/ — Since introducing its revolutionary oversize midsole technology in 2009, HOKA ONE ONE®, a division of Deckers Brands (NYSE: DECK), has become the fastest growing road and trail running shoe brand in the world. HOKA ONE ONE’s growth can be attributed to runners of all types embracing the brand’s promise of delivering lightweight, well-cushioned shoes with an inherently stable ride. For fall 2015, the brand will bring this promise to the hiking footwear category with the launch of its MTN collection. With five new styles that range from high-top hiking boots to lightweight mountain runners, serious mountain trekkers and casual hikers alike will be able to experience the HOKA ONE ONE revolution. Broken into two categories, MTN Trek and MTN Run, the new collection ranges in retail prices from $130 to $230 USD.

MTN Trek

The flagship of the MTN Trek series is the Tor Ultra Hi WP. Weighing slightly over one pound, the Tor Ultra Hi WP combines HOKA’s signature running shoe cushioning and Meta-Rocker geometry with a supportive high-top upper. The new silhouette is rich with performance enhancing features, including a new Vibram® MegaGrip outsole rubber with five millimeter lugs to provide traction over varied terrain, a leather and nylon mesh upper for durable support, and an eVent® waterproof, breathable membrane to keep feet dry.

MTN Run

The new Speedgoat, designed with input from legendary ultra-runner Karl Meltzer, is HOKA’s newest trail running shoe, retailing for $130 USD. The Speedgoat is built for the most challenging, technical trails, featuring a Vibram® rubber outsole with four-millimeter lugs and trail-specific flex grooves. The no-sew upper provides support through the forefoot, and a ground-rubber toecap offers critical toe protection. This new silhouette provides lightweight traction and stability all within a package that weighs less than 10 ounces.

Also included within the MTN Run category, the Mafate 4 is available for $170 USD and is the brand’s most cushioned and supportive trail running shoe to-date. Late-stage Meta-Rocker geometry, plus deep longitudinal and lateral flex grooves in the outsole, provide unbeatable stability over uneven terrain. A TPU toecap adds protection and wide toe box keeps feet happy.

“Hiking shoes are a natural brand extension for us as our midsole technology translates perfectly into hiking product,” says HOKA ONE ONE president Jim Van Dine. “The new MTN collection will allow hikers of all abilities to experience the advantages of our lightweight cushioning and Meta-Rocker geometry. We’re looking forward to welcoming even more customers into the HOKA community.”

In addition to the new MTN collection, the brand is releasing updates to some of its most popular styles for fall, including the Clifton 2, Stinson 3 and Stinson 3 ATR. The Clifton 2 improves upon the original, award-winning Clifton by introducing a slightly padded tongue for increased comfort and additional structural overlays to improve midfoot support, while the Stinson 3 and Stinson 3 ATR now feature a more balanced Meta-Rocker for improved forefoot support, along with light padding on the tongue for increased comfort.

About HOKA ONE ONE

HOKA ONE ONE is the fastest growing, premium running shoe brand in the world. Two life-long runners launched HOKA in 2009, after years spent handcrafting and shaping lightweight shoes with extra-thick midsoles. Initially embraced by ultrarunners because of their enhanced cushioning and inherent stability, HOKA now offers shoes for all types of runners who enjoy the unique ride the shoes provide.

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ALTRA Zero Drop Footwear Expands

Salt Lake City, UTAH (January 19, 2012) — ALTRA Footwear, innovators of the revolutionary Zero Drop shoe, have expanded their line of footwear to combine the bio-mechanical advantages of barefoot positioning with the structure and protection of traditional cushioned footwear.

The new line, which debuts at Outdoor Retailer 2012 Winter Market, includes the original Instinct and Intuition core running shoes, the first ever to combine Zero Drop, fully cushioned, foot-shaped, and gender-specific features. The line includes core running shoes, Lone Peak trail shoes, and The Adam and The Eve slip- on minimalist shoes, the Samson and Delilah lace-up minimalist shoes, and the Provision and Provisioness running shoes with a removable stability wedge.

The shoe’s groundbreaking design places the foot in its most powerful and stable positioning, leading to fewer injuries and greater speed. Because of the full cushioning and durable outsole, runners can also expect to run much greater distances than with other barefoot running positioning shoes.

Zero Drop
The founders of ALTRA are former All-American runners, triathletes, and ultra-marathoners. Two of them managed Runner’s Corner in Orem, Utah, which became influential at a national level by taking a personal interest in helping runners run better.

The young innovators created the zero-drop shoe category by working with a local cobbler to cut out the elevated heel of traditional running shoes. They glued the soles back together to create shoes that were the same distance off the ground at the heel and forefoot, therefore having no “drop” from heel to toe. The store had thousands of customers who bought new shoes, took them to the cobbler, and paid an average of AUD 40.79 for the alteration. The innovation of “AL-tered shoes” and the founders’ ul-TRA marathoner status provided the inspiration for the ALTRA brand name.

Nearly all running shoe midsoles have a “2-to-1 ratio,” meaning the heel of the shoe is elevated twice as high as the forefoot. Over time, running in “high heels” can cause a range of injuries.

By removing the heel, ALTRA’s founders created shoes that allowed the foot to sit level with the ground, without a drop from heel to toe, and with that, Zero Drop footwear was born.

Among the biggest benefits to Altra’s Zero Drop shoes is the shift in running posture. Most runners have become “heel strikers,” landing with a straight, extended knee because an elevated heel causes the foot to reach the ground early, slowing the forward momentum of the body. This early ground-strike means the knee does not have time to properly bend to absorb the body’s impact. A Harvard study shows that landing with a heel strike causes initial impact 3 to 5 times greater than landing on the mid to forefoot. Heel strikers not only frequently complain of foot pain, but also knee, hip, and back pain, as the impact reverberates through the body with each footfall.

With a flat-bottomed, Altra Zero Drop shoe, the foot is unencumbered by an elevated heel, so the body’s running posture improves. The runner’s stride is naturally cushioned because the foot lands more under a bent knee, using the natural spring system of the lower leg.

With improved running position, the runner’s stride becomes more efficient, meaning greater foot turnover and speed with the same effort. Foot efficiency is also increased with literally, a lighter shoe. Altra’s Zero Drop core training shoes are 8.8 ounces for men and 8.1 for women, nearly 25% lighter than current popular running shoes.

Fully Cushioned:
Altra shoes are unique in the marketplace because they combine a zero drop sole and barefoot foot positioning with the structure and cushioning of a traditional running shoe. ALTRA’s core running and trail shoes come with a complete three-layer cushioning system: a full rubber outsole, a 12 mm fully-cushioned midsole, and a 5mm insole. In total, Altra’s 21 mm cushioning is on par with durable training shoes and provides two to five times the protection of a typical minimalist shoe. Altra shoes are durable enough for runners to both train in and even complete with the same pair of shoes (even in ultra marathons).
Altra shoes eschew the standard mix of rubber and EVA for their outsole. Instead, they offer a full rubber outsole, which offers excellent stability and far more durability than EVA outsoles. The sleek sole enables runners to sense the ground under their feet, without interference.

Runners with Altra shoes have placed in the top three at multiple ultra marathons in recent years, including Kat’cCina Mosa 100k, Antelope Island 100k, and the Buffalo Run 50K. Runners with Altra shoes have also placed well in 100-mile races, including the Wasatch 100 Miler, Western States 100, and a win at the Laramie 100.

Foot-shaped:
ALTRA shoes are shaped like healthy feet. The shoes’ natural foot shape also contains a Morton’s toe allowance, meaning it accommodates those with a longer second toe. The toes subsequently relax and give sufficient room to the big toe, which provides not only greater foot stability, but also increased toe-off for better forward propulsion. Nearly all other running shoes contain a pointed, triangular toe box, which pushes the toes together and causes the foot to de-stabilize and over-pronate.

Gender Specific
ALTRA is the only running shoe company to offer fully gender-specific footwear lasts for both men and women. Women’s feet have narrower heels, higher arches, and different forefoot positioning, and ALTRA’s Zero Drop shoes are built on the appropriate gender specific lasts to accommodate those differences.

The ALTRA Instinct (male specific) and Intuition (female specific) running shoes retail for AUD 149.58 at www.altrarunning.com.

About Altra Footwear:
ALTRA Footwear was founded in 2009 and acquired in March 2011 by ICON Health & Fitness, the leading innovator and manufacturer of fitness products, including FreeMotion Fitness for the health clubs. ICON leads the home fitness market with company-owned brands such as ProForm, NordicTrack, Weider, iFit Live powered by Google Maps, HealthRider, and Weslo. ICON’s licensed brands include Gold’s Gym, Jillian Michaels, and Reebok. ICON is headquartered in Logan, Utah.

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I get commissions for purchases made through links on this website. As an Amazon Associate I earn from qualifying purchases.