Kicks

HOKA's Trail Running Shoes Get a Seriously Stylish Collaboration

HOKA has collaborated with an experimental fashion brand on a new trail running shoe.
Michael Ehrlich|
The _J.L-A.L_ x HOKA Mafate X in the "Beluga/Volcanic Ash" colorway.
The _J.L-A.L_ x HOKA Mafate X in the "Beluga/Volcanic Ash" colorway. | HOKA

After originally teaming up in 2023 for an innovative Tor Ultra hiking boot collaboration, global running shoe powerhouse HOKA and experimental fashion brand _J.L-A.L_ have reunited for a new Mafate X trail shoe.

The reinterpreted Mafate X combines HOKA’s on-trail performance with the unique design point of view of _J.L-A.L_, transforming the trail shoe into a lifestyle-forward silhouette, according to HOKA.

The trail shoe market has recently toed the lined between performance and lifestyle with bold designs and color schemes from a variety of brands, and this new collaboration hits the mark.

The London-based _J.L-A.L_ has applied the brand's signature minimalism and material-driven vision to a HOKA performance product, making this updated Mafate X a clear fashion statement now.

HOKA revealed that a surprising design inspiration for the Mafate X came from iridescent sushi, which inspired the use of shimmer-like finishes.

"It's exciting to work on a model that is so core to HOKA’s DNA," said Jean-Luc Ambridge Lavelle, Creative Director at _J.L-A.L_. "What excites me most is that this project holds value beyond trend cycles. It feels like a true step forward in redefining what high-performance footwear can look like."

The HOKA x _J.L-A.L_ Mafate X launches for $250 in adult sizes on Friday, August 22, in two colorways on HOKA.com and at select global retailers.

Sneakerheads can choose from two exciting launch colorways: "Beluga/Volcanic Ash" and "Jet Black/Espresso." Both of which maintain the earthy inpsiration for the collaboration.

This collaboration examines the essence of HOKA's earliest innovations; when soles were carved by hand and tested on the trails above Annecy.

According to _J.L-A.L_, the terrain shaped the shoe as much as the hand. This project explores that shared lineage: a study in terrain and tactility, in tools shaped by topography and tradition.

Stay locked Sports Illustrated's Kicks On SI for all your footwear news from the running, trail and fashion worlds and beyond.

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Michael Ehrlich
MICHAEL EHRLICH

Michael Ehrlich is a seasoned sports marketing executive with experience across the global sports brand, athlete representation, media and education sides of the business. The Founder and CEO of Playbook Marketing, Ehrlich consults with brands on all things NIL and athlete partnerships, advises student-athletes on their personal brand building endeavors and is an adjunct professor at his alma mater, the University of Southern California where he teaches a course on athlete communications and marketing. As a writer, his previous bylines include Boardroom, Business of College Sports, DIME Magazine and UPROXX, among others. You can follow him across social media at @MichaelEhrlich and reach out via michael@playbook-marketing.com

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