Viola! The Authentic Athlete is proud to represent Hoka One One. At this time we are the only dealer in Connecticut and we have people coming from all over the state to get their hands on a pair! So what is the big deal about Hoka? Lots and lots of EVA foam, that’s what. These shoes are “oversized”, but not overweight – Hoka packs a considerable amount of EVA into each of their shoes and omits many of the heavier shock absorption alternatives used by other brands. So what do you get? In our honest opinion – an awkward looking shoe that is surprisingly addictive. We are not going to lie, we hesitated at first due to looks – but looks are only skin deep, these shoes are super-technical and they perform. First impressions are the same by most customers, “I feel like I am on a cloud” – soon followed by “I have to buy these!”

So what is Hoka One One anyways? Here is the brand description from the horses mouth:

Hoka One One is the brainchild of two gravity sports enthusiasts Jean-Luc Diard andNicolas Mermoud. Both men have been adventuring for as long as they can remember, and their trail running experiences have taken them across the globe.

Both Jean-Luc and Nicolas are committed to the values of freedom and enjoyment and feel that this is part of to the running experience whether running on the trail or in the city. With this in mind they started to look at the variables that affected the performance of different types of runners.

They quickly came to an important conclusion; fatigue, impacts and muscle strains were challenges that runners of all stripes had to deal with every day. So Jean-Luc and Nicolas came up with a brilliant idea, why not design a shoe that would help to alleviate these problems – so that freedom and enjoyment could be guaranteed every time you go running!

From that idea Hoka One One was born. The word Hoka is derived from the ancient Maori language and roughly translated to “now it is time to fly”. That’s just how it feels to run in a pair of Hoka One One shoes; with each and every step, your foot flies.

Today’s runners from around the world are learning about the benefits of Hoka One One, they have been used by marathon winners. 50 miles, 100 miles and even 2000+ miles ultra-runners as well as runners just like you or I, who want to enjoy running, perform at their peak and feel that important sense of freedom whilst maintaining top physical performance and protecting against shocks, jolts and injuries.

The Authentic Athlete currently stocks multiple styles from Hoka One One for Men and Women alike – so make sure to try out a pair – they are sure to make you think twice about your next purchase of running shoes.