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> In my entire life it felt like the Nike/Adidas duopoly was unbreakable, and then it felt suddenly that Hoka was everywhere. Man, I'm in such different circle

> In my entire life it felt like the Nike/Adidas duopoly was unbreakable, and then it felt suddenly that Hoka was everywhere. Man, I'm in such different circles than everyone. I've never heard of Hoka and I don't know any sneakerheads. Everyone I know is into Keens, Toms, or Sketchers.

prawn 12d ago
Hoka is everywhere amongst runners in Australia; it got noticeable marketshare very quickly. I think they actively do trial sessions with public running groups?
- aembleton 12d ago
  > I think they actively do trial sessions with public running groups? Probably, they certainly do in the UK
- jerlam 12d ago
  Many shoe manufacturers do this with running groups, it's good marketing. Unfortunately my oddly-shaped feet means I've had more bad than good experiences when trying to run a few miles in new shoes.
boogieknite 12d ago
i think one can be in Sketchers but who is into Sketchers?
- freetime2 12d ago
  I have some Skechers slip-ins that I love. I live in Japan where you have to take off/put on shoes all the time at home, restuarants, doctors/dentists, gyms, etc, so they are incredibly convenient. Also very comfortable, and constructed about as well as a pair of Nikes costing twice as much. I am unapologetically into Skechers. Though I do try to seek out the ones without that big ugly "S" on the side.
  - flossly 12d ago
    They certainly have design issues. For such a big brand, I dont get it... Why not make 'm look nice?
    - SenHeng 12d ago
      There’s a high chance that whoever is in charge thinks they look nice. After all, someone somewhere thought the PT Cruiser was worth manufacturing.
    - dodos 11d ago
      I've never been able to get over their children's shoes branding. As a kid I felt the tv was flooded with light up sketchers ads and I can't shake that impression that they are only made for kids.
  - microtonal 12d ago
    I have a pair of Sketcher slip-ins for when I want to do some quick errands. They may be ok when comparing to Nike or Adidas, but IMO they generally just feel terrible and don't provide good support. In no way comparable to e.g. my ECCOs, which not high-end either (though slightly more expensive than Sketchers).
    - darreninthenet 12d ago
      It's interesting, I wear Sketchers for exactly the reason that they are the most comfortable shoe for being on my feet and standing/walking around all day... indeed when I was looking for such a shoe it was a friend of my wife's who is a nurse at our local hospitals A&E department who recommended them as practically what all the nurses (at least here in the uk) wear, according to her anyway.
      - SomeUserName432 12d ago
        I got an old pair of Sketchers which are great. They are a bit worn, so a year or two I bought a new pair which are absolutely horrible to wear for any extended amount of time. Been looking for a good replacement ever since, while my old ones are slowly wearing away. Plastic pieces chipping off the heel every week.
- epolanski 12d ago
  Till they keep making the most comfortable shoes I buy, count me in as into sketchers.
- TitaRusell 12d ago
  My mom. She is at that age when tying your shoelaces becomes difficult. The human body really was never supposed to go over 50 but modern medicine finds a way.
  - schnebbau 12d ago
    > The human body really was never supposed to go over 50 As I get older I'm beginning to align with this. When you're younger you think everything is going to be great until you die from a short illness at the average age of 79. Wrong. In my cohort of friends, notable age-related degradation started appearing in our late-30s/early 40s, even in the fit ones who stayed active.
    - stefanfisk 12d ago
      I’m in my mid 40s, and I constantly thinking about https://xkcd.com/605/ https://xkcd.com/605/ and trying to extrapolate what shape I’ll be in when I get ”old” based on the decline of the last ten years. The projections are not looking good…
      - freetime2 12d ago
        I'm in the same boat. Looking around here, the older guys in the best shape that I know of are in the local triathlon club. Pushing 50s, 60s, and even 70s, and they are still very fit and can also party harder than I can. I love cycling, and a run can be refreshing, but I don't really have any desire to swim - much less an open water swim. But triathlons seem to be a pretty effective path to longevity, so it may be something I need to force myself to take up. That and weight training.
  - wallst07 12d ago
    Over 50 here, I use the following as a test of someone's general balance/strength/flexibility: Taking off your socks/shoes(tie/untie) without sitting down: hard for most in their 20/30s. Very hard with out bending over. Pants are what gets hard when you get older, if you can't put on/off pants without sitting down I'd advise some basic training and/or doctor to help. *assumes otherwise healthy person with no disabilities. I'm not a doctor, this is my own opinion.
- raverbashing 12d ago
  Shoelaces suck basically
  - deleted 12d ago
    [deleted]
- SenHeng 12d ago
  Old people in Japan are really into Sketchers.
- legitster 12d ago
  Sketchers invests in comfort the way that Nike invests in performance. If you're not a pro-athlete and are not fashion obsessed, why not just buy the most comfortable shoes available?
loeg 12d ago
Hoka blew up in the running space, like, ten+ years ago. The first Cliftons were pretty novel for being extremely plush. Light-ish weight maxi shoes weren't really a thing before Hoka popularized them. Now every running shoe brand offers something in that space. More recently I think they've been adopted by the "active retiree" crowd? They're nice to walk in. (I owned some of the original Cliftons myself. Did not love the flimsy tongue or cheap insoles that would slide around and crumple under your toes.)
- intrasight 12d ago
  My orthopedic doc and Google doc both said to get Hoka for the foot pain I am having. I was at a small restaurant last week. Was chatting with the two owners. All three of us were wearing Hoka Bondi. I am an ex-runner (hip issues). Wore Asics gel kayano for 30 years. Now I'm a Hoka man.
  - triceratops 12d ago
    > and Google doc A doctor employed by Google? A document you maintain and the AI autocomplete recommended Hoka? Something else?
    - intrasight 12d ago
      "Google doc" is my girlfriend's term for asking Google medical questions.
      - triceratops 12d ago
        Lol thank you for the explanation
  - CobaltFire 11d ago
    Ran in Asics Gel Kayanos for 20+ years and I'm in Hokas now too.
- itomato 12d ago
Al-Khwarizmi 12d ago
I'm from Spain and I mostly see Skechers, New Balance, Nike (doesn't seem to be doing that bad here?), ASICS, Adidas, Puma, Converse, Vans. Lately Salomon. I hadn't heard of Hoka before either, maybe we are behind the times.
- user_7832 12d ago
  The list is quite similar in NL too tbh.
- weinzierl 12d ago
  While Hoka was originally a French company they have been US owned for a long time, so I think they are just not popular in Europe. The Swiss brand On on the other hand seems to be everywhere all over Europe now and I am surprised you haven't seen them in Spain yet.
  - petre 12d ago
    They are both popular with runners in Europe as of post 2023. Most of the runners that stop at the cofee shop wear either one of those brands. 35+ demographic.
  - achenet 12d ago
    Frenchman here, I see plenty of Hoka sneakers, usually worn by people I'd describe as "athletic bourgeois". Generally white, ~25-45+, often also wearing other "sporty" clothing, usually running focused (shirts for various marathons/long-distance runs, for example), seemingly well to do (not the lower class types with their Nike Tn shoes and football jerseys, but people who look and act like they have well-paying office jobs).
- petre 12d ago
  I got a pair of Spanish Joma sneakers last year and I like them better than NB. If they had better materials, more leather, it would be great. The 35+ runners in my city mostly wear Hoka and OC, NB is mostly a mom/dad brand and Nike and Adidas is mostly worn by teens (Forum style), 25+ women (Gazelle, Samba, Superstar) and older demograhic who doesn't run but perform stand up type of work (the foam models). I don't run. Most of my shoes are Adidas, but I like my Nikes better after I got two pairs, altough I dislike their branding. Most of my Adidas sneakers (Gazelle and Samba) are too narrow, the Terex have lost their outsoles, the Night joggers are fine, but the amount of foam and sponge annoys me and I have another pair with a very thick outsole which are also annoying. The skater Adidas versions (Tyshawn) are great, along with the Etnies shoes and the bike specific FiveTen brand (also Adidas). For outdoor activities I use Columbia aporoach shoes and Garmont 3/4 boots. I've injured both of my ankles with a pair of Black Diamond approach shoes because they're too narrow. When I want a bit more confort while walking, I take my Mizuno Wave Rider although their lining broke after less than a week and they're no go if it's too hot outside. They also get rocks in the outsole and are notoriously hard to clean if you accidentally step in sticky stuff.
wvh 12d ago
I'm a trail runner in Northern Europe. Hoka has been omnipresent there for the last few years, as has (traditionally) Salomon. Not sure I've seen much Hoka outside of trial running circles here yet. I'm thinking about sneakers used for actually doing sport though.
- mihaelm 12d ago
  Same, I associate Hoka & Salomon with running, never would have thought someone would wear them as everyday sneakers.
  - nelsonic 12d ago
    I wear (and know loads of people - e.g: doctors, nurses, teachers, etc. who wear) Hoka and On as everyday shoes. They are comfortable for many hours on your feet.
    - Insanity 12d ago
      +1. I started wearing Hoka a few years ago based on recommendation from my podiatrist. Would highly recommend them as everyday shoes.
  - wahnfrieden 12d ago
    Salomon has been a popular choice for everyday use for at least a decade. They’ve even been collaborating with high fashion brands for over a decade, like Boris Bidjan Saberi, Commes des Garcon, Margiela, Takahiro Miyashita etc etc with twice-yearly releases over years and not random one-off limited drops. This has led to fashion boutiques carrying the non-collab Salomons as the demand has diversified. So people are exposed to the brand and have access to it at a variety of kinds of shops, not only at running outlets.
  - bhandziuk 12d ago
    Because Hokas are so squishy they seem to be liked by people who do a lot of standing like nurses.
ChrisMarshallNY 12d ago
Hoka is great. I have several pairs. I tend to go through a couple of pairs a year. Not that long ago, they were an oddity, around here. Let's hope success doesn't spoil them. I used to use Nikes, then something happened, and the exact same type that were comfortable, last year, are now giving me blisters. Enshittification doesn't just affect tech.
- matwood 12d ago
  > I used to use Nikes, then something happened Same. The original Nike Free's were amazing. When mine wore out I bought another pair and they were terrible. I kept trying different versions and none were like the originals. They were heavier, uncomfortable, and not nearly as flexible as the originals.
  - SenHeng 12d ago
    Same here. I love m Nike Free from 2018 and still wear them despite how natty they’ve become. But my wife insisted they must go, so I bought the latest version a few months back and it’s just not the same thing anymore. Why do all shoe brands have these gigantic sole cushions nowadays?
    - deinonychus 12d ago
      i encourage someone who has been running for longer than me to chime in, but >Why do all shoe brands have these gigantic sole cushions nowadays? trends! barefoot running just isn't as popular anymore. yes, i also remember seeing nike frees everywhere in the late 2000s and through the 2010s and it's my understanding it was because barefoot running was a trendy idea. and whether everyone who wore nike frees to the grocery store etc knew about barefoot running, that's why they were popular. i'm not sure if it's appropriate to say the theories are discredited, but it's clearly less popular now. people who run seriously like that supershoes help them beat PRs, and some of that tech (bouncy foam, springy plates) has trickled down into everyday beaters. and big cushy hoka-like shoes are just comfortable. that said there are heaps of smaller companies (vivobarefoot etc) making barefoot minimalist everyday shoes. but i don't know what people who wear those shoes wear to run in.
deleted 12d ago
[deleted]
blitzar 12d ago
Everyone I know wears shoes.
Grazester 12d ago
I too was like, who?
thevillagechief 12d ago
I ran a half marathon this weekend. Maybe 70% of people, including myself, had Brooks. The rest were Hoka mostly Hoka and a mix of Nikes and Asics. I had never heard of Brooks until a few years ago when I googled best running shoes and went down a rabbit-hole that barely cared about Nike.
maxglute 12d ago
I can't tell if Hoka crossed the into fashion athleisure mainstream, there's a lot of fit people wearing them in cities, but can't tell if as fashion statement or back from run.

prawn 12d ago

Hoka is everywhere amongst runners in Australia; it got noticeable marketshare very quickly. I think they actively do trial sessions with public running groups?

aembleton 12d ago
> I think they actively do trial sessions with public running groups? Probably, they certainly do in the UK
jerlam 12d ago
Many shoe manufacturers do this with running groups, it's good marketing. Unfortunately my oddly-shaped feet means I've had more bad than good experiences when trying to run a few miles in new shoes.

boogieknite 12d ago

i think one can be in Sketchers but who is into Sketchers?

freetime2 12d ago
I have some Skechers slip-ins that I love. I live in Japan where you have to take off/put on shoes all the time at home, restuarants, doctors/dentists, gyms, etc, so they are incredibly convenient. Also very comfortable, and constructed about as well as a pair of Nikes costing twice as much. I am unapologetically into Skechers. Though I do try to seek out the ones without that big ugly "S" on the side.
- flossly 12d ago
  They certainly have design issues. For such a big brand, I dont get it... Why not make 'm look nice?
  - SenHeng 12d ago
    There’s a high chance that whoever is in charge thinks they look nice. After all, someone somewhere thought the PT Cruiser was worth manufacturing.
  - dodos 11d ago
    I've never been able to get over their children's shoes branding. As a kid I felt the tv was flooded with light up sketchers ads and I can't shake that impression that they are only made for kids.
- microtonal 12d ago
  I have a pair of Sketcher slip-ins for when I want to do some quick errands. They may be ok when comparing to Nike or Adidas, but IMO they generally just feel terrible and don't provide good support. In no way comparable to e.g. my ECCOs, which not high-end either (though slightly more expensive than Sketchers).
  - darreninthenet 12d ago
    It's interesting, I wear Sketchers for exactly the reason that they are the most comfortable shoe for being on my feet and standing/walking around all day... indeed when I was looking for such a shoe it was a friend of my wife's who is a nurse at our local hospitals A&E department who recommended them as practically what all the nurses (at least here in the uk) wear, according to her anyway.
    - SomeUserName432 12d ago
      I got an old pair of Sketchers which are great. They are a bit worn, so a year or two I bought a new pair which are absolutely horrible to wear for any extended amount of time. Been looking for a good replacement ever since, while my old ones are slowly wearing away. Plastic pieces chipping off the heel every week.
epolanski 12d ago
Till they keep making the most comfortable shoes I buy, count me in as into sketchers.
TitaRusell 12d ago
My mom. She is at that age when tying your shoelaces becomes difficult. The human body really was never supposed to go over 50 but modern medicine finds a way.
- schnebbau 12d ago
  > The human body really was never supposed to go over 50 As I get older I'm beginning to align with this. When you're younger you think everything is going to be great until you die from a short illness at the average age of 79. Wrong. In my cohort of friends, notable age-related degradation started appearing in our late-30s/early 40s, even in the fit ones who stayed active.
  - stefanfisk 12d ago
    I’m in my mid 40s, and I constantly thinking about https://xkcd.com/605/ https://xkcd.com/605/ and trying to extrapolate what shape I’ll be in when I get ”old” based on the decline of the last ten years. The projections are not looking good…
    - freetime2 12d ago
      I'm in the same boat. Looking around here, the older guys in the best shape that I know of are in the local triathlon club. Pushing 50s, 60s, and even 70s, and they are still very fit and can also party harder than I can. I love cycling, and a run can be refreshing, but I don't really have any desire to swim - much less an open water swim. But triathlons seem to be a pretty effective path to longevity, so it may be something I need to force myself to take up. That and weight training.
- wallst07 12d ago
  Over 50 here, I use the following as a test of someone's general balance/strength/flexibility: Taking off your socks/shoes(tie/untie) without sitting down: hard for most in their 20/30s. Very hard with out bending over. Pants are what gets hard when you get older, if you can't put on/off pants without sitting down I'd advise some basic training and/or doctor to help. *assumes otherwise healthy person with no disabilities. I'm not a doctor, this is my own opinion.
raverbashing 12d ago
Shoelaces suck basically
- deleted 12d ago
  [deleted]
SenHeng 12d ago
Old people in Japan are really into Sketchers.
legitster 12d ago
Sketchers invests in comfort the way that Nike invests in performance. If you're not a pro-athlete and are not fashion obsessed, why not just buy the most comfortable shoes available?

loeg 12d ago

Hoka blew up in the running space, like, ten+ years ago. The first Cliftons were pretty novel for being extremely plush. Light-ish weight maxi shoes weren't really a thing before Hoka popularized them. Now every running shoe brand offers something in that space. More recently I think they've been adopted by the "active retiree" crowd? They're nice to walk in. (I owned some of the original Cliftons myself. Did not love the flimsy tongue or cheap insoles that would slide around and crumple under your toes.)

intrasight 12d ago
My orthopedic doc and Google doc both said to get Hoka for the foot pain I am having. I was at a small restaurant last week. Was chatting with the two owners. All three of us were wearing Hoka Bondi. I am an ex-runner (hip issues). Wore Asics gel kayano for 30 years. Now I'm a Hoka man.
- triceratops 12d ago
  > and Google doc A doctor employed by Google? A document you maintain and the AI autocomplete recommended Hoka? Something else?
  - intrasight 12d ago
    "Google doc" is my girlfriend's term for asking Google medical questions.
    - triceratops 12d ago
      Lol thank you for the explanation
- CobaltFire 11d ago
  Ran in Asics Gel Kayanos for 20+ years and I'm in Hokas now too.
itomato 12d ago

Al-Khwarizmi 12d ago

I'm from Spain and I mostly see Skechers, New Balance, Nike (doesn't seem to be doing that bad here?), ASICS, Adidas, Puma, Converse, Vans. Lately Salomon. I hadn't heard of Hoka before either, maybe we are behind the times.

user_7832 12d ago
The list is quite similar in NL too tbh.
weinzierl 12d ago
While Hoka was originally a French company they have been US owned for a long time, so I think they are just not popular in Europe. The Swiss brand On on the other hand seems to be everywhere all over Europe now and I am surprised you haven't seen them in Spain yet.
- petre 12d ago
  They are both popular with runners in Europe as of post 2023. Most of the runners that stop at the cofee shop wear either one of those brands. 35+ demographic.
- achenet 12d ago
  Frenchman here, I see plenty of Hoka sneakers, usually worn by people I'd describe as "athletic bourgeois". Generally white, ~25-45+, often also wearing other "sporty" clothing, usually running focused (shirts for various marathons/long-distance runs, for example), seemingly well to do (not the lower class types with their Nike Tn shoes and football jerseys, but people who look and act like they have well-paying office jobs).
petre 12d ago
I got a pair of Spanish Joma sneakers last year and I like them better than NB. If they had better materials, more leather, it would be great. The 35+ runners in my city mostly wear Hoka and OC, NB is mostly a mom/dad brand and Nike and Adidas is mostly worn by teens (Forum style), 25+ women (Gazelle, Samba, Superstar) and older demograhic who doesn't run but perform stand up type of work (the foam models). I don't run. Most of my shoes are Adidas, but I like my Nikes better after I got two pairs, altough I dislike their branding. Most of my Adidas sneakers (Gazelle and Samba) are too narrow, the Terex have lost their outsoles, the Night joggers are fine, but the amount of foam and sponge annoys me and I have another pair with a very thick outsole which are also annoying. The skater Adidas versions (Tyshawn) are great, along with the Etnies shoes and the bike specific FiveTen brand (also Adidas). For outdoor activities I use Columbia aporoach shoes and Garmont 3/4 boots. I've injured both of my ankles with a pair of Black Diamond approach shoes because they're too narrow. When I want a bit more confort while walking, I take my Mizuno Wave Rider although their lining broke after less than a week and they're no go if it's too hot outside. They also get rocks in the outsole and are notoriously hard to clean if you accidentally step in sticky stuff.

wvh 12d ago

I'm a trail runner in Northern Europe. Hoka has been omnipresent there for the last few years, as has (traditionally) Salomon. Not sure I've seen much Hoka outside of trial running circles here yet. I'm thinking about sneakers used for actually doing sport though.

mihaelm 12d ago
Same, I associate Hoka & Salomon with running, never would have thought someone would wear them as everyday sneakers.
- nelsonic 12d ago
  I wear (and know loads of people - e.g: doctors, nurses, teachers, etc. who wear) Hoka and On as everyday shoes. They are comfortable for many hours on your feet.
  - Insanity 12d ago
    +1. I started wearing Hoka a few years ago based on recommendation from my podiatrist. Would highly recommend them as everyday shoes.
- wahnfrieden 12d ago
  Salomon has been a popular choice for everyday use for at least a decade. They’ve even been collaborating with high fashion brands for over a decade, like Boris Bidjan Saberi, Commes des Garcon, Margiela, Takahiro Miyashita etc etc with twice-yearly releases over years and not random one-off limited drops. This has led to fashion boutiques carrying the non-collab Salomons as the demand has diversified. So people are exposed to the brand and have access to it at a variety of kinds of shops, not only at running outlets.
- bhandziuk 12d ago
  Because Hokas are so squishy they seem to be liked by people who do a lot of standing like nurses.

ChrisMarshallNY 12d ago

Hoka is great. I have several pairs. I tend to go through a couple of pairs a year. Not that long ago, they were an oddity, around here. Let's hope success doesn't spoil them. I used to use Nikes, then something happened, and the exact same type that were comfortable, last year, are now giving me blisters. Enshittification doesn't just affect tech.

matwood 12d ago
> I used to use Nikes, then something happened Same. The original Nike Free's were amazing. When mine wore out I bought another pair and they were terrible. I kept trying different versions and none were like the originals. They were heavier, uncomfortable, and not nearly as flexible as the originals.
- SenHeng 12d ago
  Same here. I love m Nike Free from 2018 and still wear them despite how natty they’ve become. But my wife insisted they must go, so I bought the latest version a few months back and it’s just not the same thing anymore. Why do all shoe brands have these gigantic sole cushions nowadays?
  - deinonychus 12d ago
    i encourage someone who has been running for longer than me to chime in, but >Why do all shoe brands have these gigantic sole cushions nowadays? trends! barefoot running just isn't as popular anymore. yes, i also remember seeing nike frees everywhere in the late 2000s and through the 2010s and it's my understanding it was because barefoot running was a trendy idea. and whether everyone who wore nike frees to the grocery store etc knew about barefoot running, that's why they were popular. i'm not sure if it's appropriate to say the theories are discredited, but it's clearly less popular now. people who run seriously like that supershoes help them beat PRs, and some of that tech (bouncy foam, springy plates) has trickled down into everyday beaters. and big cushy hoka-like shoes are just comfortable. that said there are heaps of smaller companies (vivobarefoot etc) making barefoot minimalist everyday shoes. but i don't know what people who wear those shoes wear to run in.

deleted 12d ago

[deleted]

blitzar 12d ago

Everyone I know wears shoes.

Grazester 12d ago

I too was like, who?

thevillagechief 12d ago

I ran a half marathon this weekend. Maybe 70% of people, including myself, had Brooks. The rest were Hoka mostly Hoka and a mix of Nikes and Asics. I had never heard of Brooks until a few years ago when I googled best running shoes and went down a rabbit-hole that barely cared about Nike.

maxglute 12d ago

I can't tell if Hoka crossed the into fashion athleisure mainstream, there's a lot of fit people wearing them in cities, but can't tell if as fashion statement or back from run.