Hoka is now so big, so popular and so varied in its offerings that it’s easy to forget where it started.
The brand goes back to 2009, at the height of barefoot running, when Nicolas Mermoud and Jean-Luc Diard released the highly disruptive Mafate, a max-cushioned shoe for long-distance trail running.
This year, Hoka revisited the Mafate not once but twice, in the form of the Mafate X and Mafate 5. However, it’s the upcoming Rocket X Trail could carry the torch forward in terms of innovation and disruption.
The reason for that effectively comes down to four simple letters: A-TPU — or, if you’re shoe designer, aliphatic thermoplastic polyurethane.
Widely considered the crown jewel of next-gen shoe foam, A-TPU has started to replaced PEBA in the road running’s most exciting new racers, including the Puma Fast-R Nitro Elite 3 and Asics MetaSpeed Ray.
That said, the Rocket X Trail represents one of the first instances of a mainstream brand debuting it in a trail-first design.
