Brand
HOKA is a running footwear and gear brand whose own story traces its origins to an idea for moving down mountains. The brand describes serving runners from first milers to ultramarathoners.
28 TUM reports · Published coverage below
Publication history
23 editorial issues
Distinct issues per publication month. Each issue counts once.
Monthly editorial issue counts: Jul 2024: 1; Aug 2024: 0; Sep 2024: 1; Oct 2024: 0; Nov 2024: 0; Dec 2024: 0; Jan 2025: 3; Feb 2025: 3; Mar 2025: 1; Apr 2025: 0; May 2025: 2; Jun 2025: 1; Jul 2025: 0; Aug 2025: 1; Sep 2025: 0; Oct 2025: 0; Nov 2025: 0; Dec 2025: 0; Jan 2026: 0; Feb 2026: 0; Mar 2026: 0; Apr 2026: 0; May 2026: 2; Jun 2026: 3; Jul 2026: 2; Aug 2026: 1; Sep 2026: 0; Oct 2026: 1; Nov 2026: 1.
Sponsor mentions, repeated links and polls are excluded. Credits within editorial items may count. Read the supporting timeline ↓
Newest first
Cal Calamia won the nonbinary 100-mile division in 22:35:13. Janelle Fritz completed her first 100-miler with Women in Ultrarunning’s HOKA program; Kat Lopez was last listed in 29:53:17, inside her wave’s 30-hour cutoff.
Event date: 2026 · TUM publication: November 2, 2026
TUM linked Seth LaReau’s Trail Waves rankings featuring Hoka, Nike ACG and Adidas Terrex. Rankings were the author’s analysis, not this directory’s endorsement.
TUM linked Jornet, Walmsley and Evans’s separate decisions not to start, preserving each runner’s stated explanation.
TUM covered the named brands’ race-week shoe and watch announcements, with product claims attributed to the brands.
Led Sugden’s hypothetical men’s shoe-brand scoring; not an official team result or new sponsor affiliation.
Trappe covered race-week industry and storytelling; Glandorf’s linked publication covered gear culture; Hilary Ann Yang described photographing the top ten men and women while pregnant, and Case compared weather and field depth. These are dated media accounts.
George finished in 29:25:16 after a race feature described her HOKA sponsor spot and return following cancer treatment and a prior cutoff. No current medical status is inferred.
HOKA and UTMB World Series launched a series about elite women’s trail stories, beginning at Canyons with Anne Flower. The film announcement establishes no athlete sponsorship contract.
Freetrail reported Matarese’s HOKA signing before her Western States debut. Coppi’s Vibram announcement came before Broken Arrow’s 23K; the item also recalled his spring racing.
TUM described HOKA as presenting Raise the Bar in the planned training-camp program.
TUM reported the Mafate 5 launch and HOKA’s associated 2025 challenge promotion. Product descriptions remain attributed to the launch and publisher.
TUM credited Hilary Yang and Carrie Highman as co-directors of a HOKA-backed film following Eszter Csillag, Heather Jackson, Fu-Zhao Xiang and Cindy Shepard. A teaser is not a released film.
Event date: 2025 · TUM publication: June 24, 2025
TUM reported Gemma Hillier-Moses signing with HOKA’s trail team before a planned CCC debut. This is dated sponsorship news, not proof of a later race result or current contract.
Event date: 2025 · TUM publication: June 24, 2025
TUM linked a Take Off Your Shoes conversation with Jess Brazeau following a Chianti finish and a reported HOKA signing in 2025.
Malcolm’s HOKA role was cited in TUM’s May 2025 discussion of athletes taking brand roles.
Event date: 2025 · TUM publication: May 2, 2025
In March 2025, TUM reported Vincent Bouillard joining Team HOKA while continuing to work as a senior product engineer for the brand.
TUM identified Pannu’s shoes as the HOKA Skyward X and reported a 48mm stack against the 40mm limit cited for the 2025 championship. It said he acknowledged the mistake and stated he had not intended to break the rule.
Event date: 2025 · TUM publication: February 21, 2025
Listed as Malcolm’s and Puppi’s destination brand in Cornell’s commentary.
Event date: 2025 · TUM publication: February 14, 2025
TUM reported Allison Baca, Katie Asmuth, Lotti Brinks, Jessica Brazeau and Corrine Malcolm joining Hoka in its February 2025 announcement.
Francesco Puppi announced a three-year Hoka contract in January 2025 after leaving Nike in 2024. His explanation of the move and criticism of a Nike advertisement remain attributed views.
Devon Yanko said lululemon had dropped her, and Courtney Olsen commented after her own Hoka departure. TUM attributed their criticism of how the decisions were communicated; it is not independent proof of the brands’ motives.
Courtney Olsen appeared on Trail Network to discuss her 2024 TunnelHill record, third atComrades and departure fromHoka. Devon Yanko’s lululemon departure was comparative context, not proof she appeared in that episode.
Allison Baca announced joining Hoka as a professional trail runner in January 2025.
TUM relayed Courtney Olsen’s account that Hoka would not renew her sponsorship for 2025 after her 2024 season. The criticism of communication stays attributed; it establishes neither the brand’s motive nor her current sponsorship.
The September 2024 account identifies Bouillard as a Hoka senior materials engineer when he won UTMB; this is dated employment context.
TUM reports a September 2024 Farvard signing; later sponsorship reporting retains precedence.
TUM announced its Be the GOAT Challenge on Strava with an 11k-foot elevation-gain target in 2024.
Named storytelling project
Trappe covered race-week industry and storytelling; Glandorf’s linked publication covered gear culture; Hilary Ann Yang described photographing the top ten men and women while pregnant, and Case compared weather and field depth. These are dated media accounts.
SourceNamed storytelling project
Trappe covered race-week industry and storytelling; Glandorf’s linked publication covered gear culture; Hilary Ann Yang described photographing the top ten men and women while pregnant, and Case compared weather and field depth. These are dated media accounts.
SourceHOKA signing reported before Western States
Freetrail reported Matarese’s HOKA signing before her Western States debut. Coppi’s Vibram announcement came before Broken Arrow’s 23K; the item also recalled his spring racing.
SourceDestination in Cornell’s 2025 transfer account
Nick Cornell’s linked commentary graded reported 2025 moves for Lowther, Evans, Malcolm and Puppi. Upgrade/downgrade judgments were Cornell’s opinions.
SourcePublication dates and event dates are separate.
Reported 2026-05-20
TUM described HOKA as presenting Raise the Bar in the planned training-camp program.
TUM · May 20, 2026Facts above link directly to their sources. Published TUM dates and public-source check dates describe different things.
Public background sources checked October 20, 2026. The selection contains 127 published issues.
Background context from one original public source. TUM’s dated reporting appears below.
This is a limited background snapshot, checked October 20, 2026. Source publication dates and event dates are shown separately.
Canonical published article; authority for what readers saw.
Exact destination preserved from the published item. Supports the item’s original attribution; not a claim that its current state was freshly checked.
Published article, 2026-08-21T16:34:16Z. Archived published text is pinned to canonical main 032eba22cd61.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Published article, 2026-07-06T19:10:51Z. Archived published text is pinned to canonical main 1405f79c9a29.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Published article, 2026-07-03T17:43:51.362Z. Public original captured at 2026-10-20T15:19:10.637Z and projected to reviewed article text; no publishing-repository text pin is claimed.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Published article, 2026-06-29T16:57:53.334Z. Public original captured at 2026-10-20T19:41:18.449Z and projected to reviewed article text; no publishing-repository text pin is claimed.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Published article, 2026-06-25T12:02:54.669Z. Public original captured at 2026-10-20T20:36:26.550Z and projected to reviewed article text; no publishing-repository text pin is claimed.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Published article, 2026-06-17T13:19:50.355Z. Public original captured at 2026-10-20T23:50:57.968Z and projected to reviewed article text; no publishing-repository text pin is claimed.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Published article, 2026-05-20T06:38:01.226Z. Public original captured at 2026-10-25T00:14:26.912Z and projected to reviewed article text; no publishing-repository text pin is claimed.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Published article, 2026-05-15T08:09:06.608Z. Public original captured at 2026-10-25T00:14:26.845Z and projected to reviewed article text; no publishing-repository text pin is claimed.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Published article, 2025-08-02T11:26:18.233Z. Public original captured at 2026-10-27T22:18:13.835Z and projected to reviewed article text; no publishing-repository text pin is claimed.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Published article, 2025-06-24T18:54:50.570Z. Public original captured at 2026-10-28T00:38:38.580Z and projected to reviewed article text; no publishing-repository text pin is claimed.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Published article, 2025-05-09T21:36:15.363Z. Public original captured at 2026-10-28T02:39:04.258Z and projected to reviewed article text; no publishing-repository text pin is claimed.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Published article, 2025-05-02T15:19:48.171Z. Public original captured at 2026-10-28T02:39:04.329Z and projected to reviewed article text; no publishing-repository text pin is claimed.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Published article, 2025-03-20T15:01:36.632Z. Public original captured at 2026-10-28T23:18:26.052Z and projected to reviewed article text; no publishing-repository text pin is claimed.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Published article, 2025-02-21T01:34:56.246Z. Public original captured at 2026-10-30T03:34:14.166Z and projected to reviewed article text; no publishing-repository text pin is claimed.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Published article, 2025-02-14T01:10:48.844Z. Public original captured at 2026-10-30T03:34:14.150Z and projected to reviewed article text; no publishing-repository text pin is claimed.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Published article, 2025-02-07T13:09:22.004Z. Public original captured at 2026-10-30T05:55:43.629Z and projected to reviewed article text; no publishing-repository text pin is claimed.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Published article, 2025-01-24T23:45:20.036Z. Public original captured at 2026-10-30T05:55:43.605Z and projected to reviewed article text; no publishing-repository text pin is claimed.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Published article, 2025-01-10T17:24:38.649Z. Public original captured at 2026-10-30T05:55:43.676Z and projected to reviewed article text; no publishing-repository text pin is claimed.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Published article, 2025-01-02T23:04:55.958Z. Public original captured at 2026-10-30T08:39:44.975Z and projected to reviewed article text; no publishing-repository text pin is claimed.
Published article, 2024-09-03T20:36:26.572Z. Public original captured at 2026-10-30T15:10:54.389Z and projected to reviewed article text; no publishing-repository text pin is claimed.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Published article, 2024-07-22T15:36:42.172Z. Public original captured at 2026-10-30T17:04:58.580Z and projected to reviewed article text; no publishing-repository text pin is claimed.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Published article, 2026-11-02T22:27:18.042Z. Archived published text is pinned to canonical main 31d0ac6f24bb.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
Exact public destination in the published item. The archived TUM issue establishes the historical attribution; this is not a fresh verification of the destination’s current content.
