DESIGN STORY 21: HOKA Speed Instinct

Best known for its marshmallow outsoles, HOKA One One is not a brand that typically plays in the shallow end of cushioning. While this unique attribute has been the driving force for their attraction of market share, it has also drawn resistance from trail runners who wish to physically feel the trail that mass material tends to mute. In an effort to attract all runners, we were approached with the opportunity to design the Speed Instinct, a low profile trail runner that would offer the premium HOKA ride, but without all the fluff.

HOKA SPEED INSTINCT IDEATION

HOKA SPEED INSTINCT FINAL DESIGN