Hoka to Open Pop-up in Support of UTMB Trail Running Event

The Hoka brand was founded in 2009 by Nicolas Mermoud and Jean-Luc Diard, two French ultrarunners who were desperate for a shoe that allowed them to run downhill on mountainous terrain with cushioning and stability.

So it’s not a huge stretch that the brand recently signed on as the premier footwear and apparel partner of the UTMB Mont Blanc and UTMB World Series, a trail running race series founded in the French Alps in…