With a fanbase of hardcore runners and a growth rate that rivals the best sneaker brands, HOKA is a disruptive brand that’s on our radar. When it launches on Tata CLiQ, we tell you about the brands USP and their association with fitness trainer, Sohrab Khushrushahi (of SOHFIT) on what #JoyofMovement means to him.

It’s a universally known fact that gravity pulls you down when running downhill, increasing your speed. However, how do you deal with the challenges of this increased speed and stride? The solution came from the French Alps with a sneaker design featuring an oversized outsole that provides extra cushioning. Founded in 2009 by Nicolas Mermoud and Jean-Luc Diard, HOKA means “to fly over the earth” in Maori. True to its name, the sneaker brand has empowered runners to gain speed with their revolutionary design. It’s not just runners who are won over by the quality of the shoes. Features like extra cushioning, breathability and durability make it a great choice for all sports or just long walks. Add to that the style quotient and these sneakers will become your go-to for the gym, chores and parties.

The reason HOKA shoes were consistently on top 10 sneaker lists is because of their cushioned midsole which provides shock absorption and added comfort to help protect your joints. The oversized outsole has earned the nickname “maximalist” and is what sets their shoes apart from the crowd. From road to trail, HOKA shoes are designed to stabilize your movements and of course, enable speed.

Hooked on the benefits of HOKA sneakers, SOHFIT’s Sohrab Khushrushahi is a lawyer turned fitness coach. Khushrushahi is the promoter of a 40-day fitness program which gained a lot of traction during the 2020 lockdown and has stars like Alia Bhatt and Kiara Advani singing their praises. HOKA’s ideology of celebrating movement syncs perfectly with SOHFIT’s vision of changing the mindset around movement.

HOKA shoes are designed to make running easier. From HOKA cushioned midsoles that absorb shock and help maintain balance, to a Meta-Rocker design that complements the natural gait cycle and reduces heel-to-toe height difference. So when Sohrab Khushrushahi goes out for a run in his HOKA Rincon 3 and Mach 4 sneakers, it’s an intoxicating combination of technology and courage that helps him achieve his goals. Watch him talk about his fitness journey and how he made it his mission to change the mindset that fitness is simply about losing weight.

Watch HOKA x Sohrab Khushrushahi (from SOHFIT) here:

All images: Courtesy of HOKA India.