Hoka Drops Clifton 10 With Updated Design, Features
After a decade of footwear soles getting thicker and thicker, the pendulum appears to be swinging back in the other direction.
Many brands, both athletic players such as Adidas, and luxury players, like Louis Vuitton and Martin Margiela, have begun championing thin-soled sneakers.
But don’t tell that to Hoka, the brand famous for the oversized midsoles that skyrocketed in popularity after the minimalistic trend fizzled in the mid-2010s. The brand’s thick, cushioned footwear quickly began making inroads and seemingly everyone else rushed to follow suit.
And the momentum continues today. When Deckers, its parent company, reported third-quarter results in January, it revealed that Hoka’s sales rose 23.7 percent to $530.9 million from $429.3 million in the prior year.
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The brand, which was founded in 2009 as a solution for running on uneven terrain, continues to lean into its signature of a smooth, curved sole, called a meta rocker, that ultra-cushioned midsole and a flexible foot frame.
And on April 15, the company will release the newest iteration of one of its most popular models, the Clifton, which was introduced in 2014.
“The Clifton is the first Hoka shoe many people try out, often recommended to them by their friends and family,” said Bekah Broe, senior director of performance footwear at Hoka. “The fit of the Clifton 10 has been meticulously fine-tuned to be more accessible for runners of all levels, allowing us to add even more plush cushion for longevity — while still providing the smooth ride Hoka is known for.”
Updates in this model include a new design with additional volume in key areas of the foot for a more accommodating fit; increased stack height and updated midsole geometry for a softer and more stable ride; a 3 mm increase in heel-to-toe drop, to 8 mm for extra cushioning; an enhanced heel fit designed to fit a wider range of runners; abrasion rubber placed on high-wear-zones for increased outsole longevity; a breathable jacquard upper for comfort and enhanced breathability; reflective elements, and a double lace lock.
Colin Ingram, Hoka’s vice president of global footwear product, said the Clifton has long represented the “paradox of Hoka,” which was the brand’s ability to offer cushioning without a lot of weight.
He said although there are updates in this model, the Clifton 10 continues with the “tried and true” features it has become known for. “There’s no need to radically change anything,” he said, acknowledging that footwear brands are often guilty of changing popular models and alienating longtime customers. “We want to make sure we’re as close to the core of what the consumer expects as we can possibly be.”
What is different is the updated design and colorway options that range from conservative to subtle. “You can dial it way up from a color perspective or you can dial it back and it can feel very wearable throughout your day,” he said.
Although Hoka is not about to dramatically depart from its DNA of offering highly cushioned sneakers, Ingram acknowledged the trend toward thinner-soled shoes and said the company is “looking at that within our line as well, or at least understanding what it means for a Hoka and the heights that we can play with to drive the best possible performance.”
Looking forward, he said the company will be introducing some evolutionary products in its “glide and fly” categories as well as its trail shoes. The glide shoes are known for their max cushioning and include the Bondi and the Clifton, while the fly shoes are lighter and designed for speed such as the Carbon X and the Rocket X.
And more lifestyle and collaboration products are also in the works, he said, similar to the model created in partnership with Marni that launched earlier this month that he said was “unexpected” from Hoka. “We’re starting to create some new concepts there as well that helps enhance what the brand is rather than trying to continuously focus on the one part of the business that’s been so successful to us,” he said.
The Clifton 10 launched online on Tuesday and retails for $150.
