Hoka are quickly hitting their stride as an unassuming fashion brand. But when they’re not making headlines for finding favour with Kanye West or Ralph Lauren, the brand is steadfast on performance.
To prove it, they’ve set a lofty goal similar to Nike’s Breaking2 efforts: Project Carbon X.
The initiative sets out to beat the world record times for running 100km. (That’s 62137.1 miles for the metrically challenged.) The current world records of 6:09.14 for men and 6:33:11 for women stand to fall on May 4, when a host of Hoka athletes lace up in the Carbon X model and get to work. To help them reach their goal, the sneaker sports Hoka’s Metarocker sole tech, underpinned by a carbon fibre plate.
Whether you plan on getting up a sweat or not, you’ll be able to grab the Hoka Carbon X on May 15.