Take a stroll down any street in New York City, and you’re bound to see stylish folks sporting Hokas. These once strictly running shoes — known for their chunky soles, breathable mesh, and vibrant colors — have evolved into a street-style favorite, an office staple, and everything in between.

The numbers speak volumes. Deckers Brands, which owns Hoka, reported a nearly 35% surge in sales last quarter, reaching $570.9 million. Clearly, Hokas are no longer just for runners.

From Celebrities to the Boardroom

Celebrities have played a significant role in Hoka’s meteoric rise. Harry Styles, Blake Lively, and Adam Sandler have all been spotted in Hokas, with Sandler even rocking an electric blue pair on the red carpet. President Joe Biden, too, has been seen pairing his suits with the sleek Hoka Transport sneakers.

“You see them on celebrities and athletes, which is always a boost for any fashion item,” says stylist Jessica Cadmus, also known as the Wardrobe Whisperer. She notes that about a third of her clients incorporate Hokas into their daily outfits. “They’re incredibly comfortable,” she says, adding that many initially buy them for exercise but soon transition to wearing them daily for long walks and errands.

The Comfort Revolution

The Hoka’s signature oversized sole may look unconventional, but it delivers on comfort and function. “It’s a unique experience,” says Cadmus. “The soles actually propel you forward, making you want to wear them again and again.”

This comfort factor, paired with the post-pandemic shift toward casual, comfort-friendly fashion, has created a “perfect storm” for Hoka’s success. Customers are drawn to the thoughtful design, which merges functionality with aesthetics.

A Kaleidoscope of Colors

For Renée Noe, a 23-year-old content creator and avid runner, Hokas are more than just shoes; they’re an obsession. Her collection boasts around 35 pairs in various vibrant shades. “I wear them every day, even for errands,” she shares. She’s even worn Hoka hiking boots to Coachella.

Collaborations with trendy retailers like Reformation and Free People have further solidified Hoka’s appeal among younger, fashion-conscious consumers. “It’s not just runners who need support,” says Joy Hunt, co-owner of Elite Feet, a specialty footwear store in Delaware. “Anyone who spends time on their feet can benefit from Hokas.”

A Brand Built on Comfort and Style

Colin Ingram, Hoka’s vice president of global product, recalls his first experience with the brand: “I remember running and not feeling the impact on my feet. That’s when I realized these aren’t just bold-looking shoes; they genuinely work.”

Since being acquired over a decade ago, Hoka has skyrocketed from $3 million in annual sales to $1.4 billion by 2022. Their ability to blend comfort and cutting-edge design has made them a leader in the footwear industry. Competitors are now racing to emulate Hoka’s chunky yet lightweight style.

From “Ugly” to “Must-Have”

Once dismissed as clunky and unattractive, Hokas have undergone a transformation. “When we started nine years ago, people prioritized fashion over function,” says Jason Hunt, Joy’s husband and co-owner of Elite Feet. “Now, people want function first, and Hokas deliver without sacrificing style.”

Lexie Firment, a 24-year-old content creator, echoes this sentiment. Her collection includes over a dozen Hokas, and she wears them daily. “They’re stylish enough to match any outfit,” she says, crediting the brand for making her runs and daily errands equally fashionable.

Leading the Pack

Hoka’s influence has reshaped the industry. “If you’re leading, others will follow,” says Jason Hunt. “Every brand is trying to make their shoes look like Hokas.”

With their unique blend of comfort, performance, and style, Hokas have gone from niche running gear to a global fashion phenomenon. Whether on a runway, in a boardroom, or pounding the pavement, Hokas are here to stay.