“When the first passionate consumers at UTMB 2009 decided after one test that they wanted to race with the product the next day in a 100-mile race, this certainly boosted our confidence...with extremely limited marketing means, we focused on making as many people test the shoes–and whenever there was a test session–we could see the ’wow’ effect.” - Jean-Luc Diard (HOKA Co-founder) Learn more about the inspiring story behind HOKA in our latest #HumansofHOKA film featuring co-founders Nicolas Mermoud and Jean-Luc Diard, 🔗 in bio. #FlyHumanFly #HOKAUTMBMontBlanc