Latest news with #Arahi
Yahoo
24-05-2025
- Business
- Yahoo
Hoka's 'Best' Stability Running Shoes Are an Ultra-Rare 20% Off, and Shoppers Say They Feel Like 'Walking on Air'
Men's Journal aims to feature only the best products and services. If you buy something via one of our links, we may earn a commission. It's fair to say that Hoka running shoes are far from a trend—the brand has fully cemented itself as a key player in the market, converting many former Brooks and Saucony loyalists seeking trendier options with similar support tech. The brand doesn't often have sales, but one of its most renowned running shoes, the Arahi, just received its first major markdown in a swath of colors. The Hoka Arahi 7 is on sale for $116 at Zappos, a very rare 20% discount from its normal price of $145. The seventh-gen Arahi is the latest version of the shoe, making this discount even more appealing. It's available in eight colorways at that price, and you'll have the full size range from 7 to 15 with some wides available to choose from. If there's one thing we've learned about Hoka shoes on sale, it's that they sell out fast, so don't wait to get yours. The Arahi 7 is a stability shoe, and it has a design that emphasizes cushioning and support, and even earned the Seal of Acceptance from the American Podiatric Medical Association (APMA) for being beneficial to foot health. The midsole is built around Hoka's 'J-Frame,' a J-shaped layer of firm foam that supports the medial side of your foot. This firm foam bolsters your arch and keeps your foot aligned within the shoe, countering overpronation (where your foot rolls too far inward during your stride). It's paired with Hoka's compression-molded EVA cushioning foam for reliable shock absorption. Up top, a flat-knit upper with plenty of ankle and heel padding provides a comfortable fit with some additional support, and on the bottom, the durabrasion rubber outsole creates good traction for pavement and sidewalk running. How does the Arahi feel? Here's what one Zappos customer had to say: 'I really do feel like I'm walking on air.' 'Great fit and support!' said another shopper. 'I walk 5 miles daily, and these shoes are the best I have tried.' Another agreed, saying it was the 'most comfortable shoe I've ever put on.' The Arahi 7's supportive and comfortable design makes it a stellar choice for a workhorse running shoe or even an everyday walking shoe, and at just $116, it will sell quickly. Snag yours before your preferred colorway and size sell 'Best' Stability Running Shoes Are an Ultra-Rare 20% Off, and Shoppers Say They Feel Like 'Walking on Air' first appeared on Men's Journal on May 22, 2025
The Guardian
28-03-2025
- Business
- The Guardian
Running shoe brand Hoka accused of misappropriating Māori culture
Popular sportswear company Hoka has been accused of failing to acknowledge the Māori origins of its name by Indigenous intellectual property experts in New Zealand, making it the latest in a string of global brands to be accused of misappropriating Māori culture. The French American firm, which specialises in running shoes, takes its name from the Māori word hoka, meaning 'to fly'. Its logo, a bird in flight, mirrors the word's meaning, as does its tagline 'fly, human, fly'. In its early days, the company attributed its name – which was then Hoka One One, loosely meaning 'to fly over the earth' in Māori – to the 'ancient Māori language'. That attribution disappeared from its 'about' section after Deckers Brands took ownership in 2012. The brand now makes no mention of the name's origin on its website. 'If they don't want to associate themselves as being a Māori word – they need to stop using it,' said Lynell Tuffery Huria, who is recognised as the first Māori patent attorney and is a leading expert on Indigenous intellectual property rights. 'Why are you using that word if you're not prepared to acknowledge its whakapapa [origin] and its history and to engage with the Indigenous people from which the word comes from?' she asked. Hoka has not responded to the Guardian's requests for comment. Māori words, concepts and motifs – be they tattoo, design or art – are often rich in meaning and history, and their use is frequently governed by a set of protocols, or tikanga. Not observing tikanga risks undermining Māori culture, and puts brands at risk of being challenged, Tuffery Huria said. In recent years, a number of international brands have faced criticism for using Māori words and imagery. In 2020, Formula One driver Fernando Alonso's clothing line was accused of cashing in on Māori culture. A year later, a UK carpet company was criticised for using Māori culture to sell carpet. Gaming companies have come under fire for using Māori tattoos on their characters, while social media companies have faced outrage for creating Māori facial tattoo filters. In New Zealand, Air New Zealand prompted outrage when it attempted to trademark an image of the Māori greeting 'Kia Ora' in 2019. That same year, a cruise ship company was forced to apologise after its staff dressed up in wildly inaccurate Māori costumes to perform a greeting for its guests. Beer companies have similarly faced backlash for using Māori ancestors on their bottles. Tuffery Huria is not against brands using Māori words, as long as they have followed best practice, including consulting with Indigenous communities. 'We want to share our culture, we want to share our language, we want to share our narratives … but it needs to be respected and protected in a manner that's consistent with how we view it.' Two of Hoka's shoe styles – Arahi and Hopara – also take their names from Māori. Hopara should be spelled hōpara, and means 'to explore'. Arahi can mean 'to lead' and, in some contexts, its use is considered sacred, says Dr Karaitiana Taiuru, a leading intellectual property rights expert. 'By putting something sacred on your feet, or on your shoes, it's kind of saying you have got no respect for the culture. That's quite offensive,' Taiuru said, adding that it would be akin to putting an image of a royal family member on the bottom of his shoe. A Hoka video on social media from 2019 shows a Māori musician teaching viewers how to pronounce the brand's name correctly, during Māori language week. But in the company's more recent videos, the word Hoka and it's Māori-named shoe styles, are mispronounced. Hoka should, at a minimum, pronounce its own name correctly, Taiuru said. 'By not doing it, that shows a huge amount of disrespect.' There is a very fine line between appropriation and appreciation of cultures, Taiuru said, and the best way brands such as Hoka can honour Indigenous cultures is to consult with them. 'If you're going to use someone else's culture for your own product, you should at least know what the value of that cultural item is and acknowledge it.'
