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Forbes
3 days ago
- Business
- Forbes
Hoka Vs. On Cloud: Experts Help Us Break Down These Top Shoe Brands
Hoka and On Cloud have a lot in common. Both are relatively new to the running scene, founded in 2009 and 2010, respectively. Each brand has developed a loyal following, thanks to standout models like the Hoka Clifton and the On Cloudrunner 2. They're also known for their distinctive outsoles: Hoka shoes feature thick, foamy soles, while On Cloud uses large CloudTec 'pods' designed to soften landings and improve takeoffs. In this Hoka vs. On Cloud guide, we break down how these popular brands compare, so you can find the right brand—and maybe even the right shoe—for your needs. Both Hoka and On Cloud shoes are known for their unique sole designs. Illustration: Forbes / Photo: Retailers In many ways, the similarities between these brands can make it challenging to choose one over the other. But there exists just enough differences that it's likely you'll end up preferring one based on your body and your favorite activities. So, which is the better choice for you when the question is Hoka vs. On Cloud? Let's take a closer look to find out. As we've established, both Hoka and On Cloud are relatively new and unique running brands. Hoka was founded in the French Alps, where trail running influenced its footwear. The brand's thick soles were designed to absorb repetitive impact, with an emphasis on support and cushioning over unstable terrain. Today, the brand's roster includes not only trail shoes, but road shoes, walking shoes, hiking shoes and so much more. Some styles still embrace the brand's thick, signature cushioning; others are slim, light and built for speed. On Cloud was founded in 2010 by three Swiss friends who sought to create a road shoe that delivered soft landings and a firm takeoff. Runners at the time were a bit skeptical given the unique styling of On's first shoe, but it didn't take long for the design to receive the ISPO Brandnew Award, which recognizes groundbreaking products. Months later, On shoes were sitting on store shelves, and the rest, as they say, is history. Before we move on, let's clear up a couple of things. When Hoka was founded, the company was called Hoka One One, which many people pronounced as 'won won.' In reality, it was meant to be pronounced 'Own-Ey Own-Ey,' as the name comes from the Māori language and means 'fly over the earth.' In late 2021, the brand shortened its name to simply Hoka. As for On Cloud, the company isn't actually called On Cloud—it's just On. But its Cloud line of shoes became so popular that the name On Cloud unofficially stuck. To keep things simple (and avoid confusion), we're rolling with it throughout this guide. Or running with it, if you will. On Cloud shoes feature pods that lack material for better rebound On Hoka Vs. On Cloud: Cushioning When it comes to the cushioning, Hoka reigns supreme. Its shoes were designed with trail running in mind, so best-selling styles feature grippy outsoles and chunky midsoles. This design once looked odd, but it's quite common in the running world nowadays. Most pairs of Hokas are maximally cushioned due to a thick layer of compression-molded EVA foam that compresses on impact and helps propel you forward with each step. 'The shock absorption feature lessens the stress on muscles and joints,' explains Dr. Daniel Cuttica, a board certified orthopaedic surgeon with The Centers for Advanced Orthopaedics. 'They are beneficial for those suffering from various foot and ankle conditions, such as plantar fasciitis and arthritis.' Ironically, On Cloud's cushioning comes primarily from a lack of cushioning, or empty space: The CloudTec cutouts in the soles of its shoes allow for impact absorption. When partnered with the foam material used to create them, the reduction is ample, albeit not as significant as you get with Hokas. But the pods do provide excellent propulsion as they regain their shape after each step. Hoka Vs. On Cloud: Stability "Stability' primarily refers to how a shoe supports your foot. Some shoes are specifically designed to prevent your foot from rolling inward as you step, which is known as overpronation. Pronating can lead to foot, ankle, knee and even hip and spine issues, so it's important to correct it, if it's a problem. As it happens, both Hoka and On Cloud make shoes with stability features. Hoka adds stability through the use of a 'J-Frame,' which is a band of thicker, denser foam that wraps around the heel and underfoot on the inside of the shoe. Similarly, On Cloud shoes add stability by using thicker and firmer CloudTec pods in the same place. These designs provide extra support to ensure your foot doesn't roll as you step. If you're looking for a true stability shoe, the Hoka Arahi 8 is a great option thanks to its 'J-Frame' underfoot support, while the On Cloudflyer 5 uses dual-density foam to create a similarly supportive experience. Balance is also an important element of stability. 'Hoka has a higher stack height than On Cloud, which helps with the plush maximalist design but also makes one higher from the ground,' explains Dr. Samantha Landau, a faculty member at New York College of Podiatric Medicine. 'Some people find the shoes have reduced proprioception or 'feel' for the ground as they run,' so if balance is an issue for you, On Clouds may be the better choice. Hoka Vs. On Cloud: Durability Both Hoka and On Cloud shoes are highly durable, often surpassing the 300-mile mark that you should expect—at a minimum—from a good pair of running shoes. That said, the unique soles of each brand's shoes will begin to break down not long after that point. With Hoka shoes, wear and tear may be harder to spot due to the thick, cushioned soles. But if you notice your feet start rolling inward more than they used to, or if the foam feels a bit flat, it's likely time for a new pair. On Cloud shoes tend to show their age more visibly. The CloudTec pods may lose their shape, and that signature springy sensation in the midsole will fade. And if the tread has worn down to the point where you can see the foam underneath, it's well past time to replace them. Miles of running on hard surfaces can take a toll on the soft foam of Hoka midsoles. Hoka Hoka Vs. Brooks: Price Price isn't going to be a decisive factor when choosing between Hoka and On Cloud. Look through Hoka's lineup and you'll find that popular styles range from $100 to $200. The Clifton 10, for example, is $145, while the Bondi 9 is $175. As for On Cloud, prices are similar. The Cloud 6 is $160, and the Cloudmonster, $170. As tempting as it may be to shop for a cheap shoe, consider comfort, use case and style instead. Shoes sell for similar enough prices across both brands that it's hardly worth trying to save money by choosing one over the other for that reason alone. Hoka Vs. Brooks: Which Is Right For You? 'Since they are tackling essentially different issues, Hoka and On are not competing for the same runner,' says Dr. Jodi Schoenhaus, DPM with the Foot, Ankle and Leg Vein Center. 'Hoka provides treatment for a variety of ailments, including plantar fasciitis, sore knees and just spending too much time on harsh flooring.' In aiming to maximize comfort, the designs include wide-fit alternatives, high-stack midsoles and structured support. 'Comfort isn't a luxury; it's the main objective," Schoenhaus notes. "This explains why Hoka rules hospital halls and recovery runs alike. It's a brand designed to increase endurance and absorb impact.' On Cloud shoes, on the other hand, 'combine elegance and performance with precision,' explains Schoenhaus. 'The Speedboard plate and CloudTec pods sharpen the ride rather than make it softer. Every component of the design functions as propulsion, transforming it from a running shoe into a performance item that blends in perfectly with city life.' On Cloud shoes were designed with a fast-paced, fashion-forward athlete in mind—someone who demands the same level of performance from their equipment on the road as they do on the track, or when simply strolling down 5th Avenue. Long story short: Hokas are a great choice for more cushioning and support, especially if you stand on your feet all day, or have conditions like plantar fasciitis. And if you're looking for trendy styles that look good and perform, On Cloud shoes should meet your needs. Why Trust Forbes Vetted The gear review team at Forbes Vetted has tested, researched and reviewed a wide range of footwear options over the years, including everything from technical sandals to walking shoes to hunting boots . This piece was written by Steven John , a staff writer with Forbes Vetted who runs multiple times a week, on roads, trails and treadmills, and who has tested dozens of pairs of road and trail running shoes over the years. , a staff writer with Forbes Vetted who runs multiple times a week, on roads, trails and treadmills, and who has tested dozens of pairs of road and trail running shoes over the years. The story was edited by Forbes Vetted gear editor Cam Vigliotta who has extensive experience testing gear and apparel, including footwear. His recent reviews include the Hoka Clifton 10 and Brooks Ghost 17. who has extensive experience testing gear and apparel, including footwear. His recent reviews include the Hoka Clifton 10 and Brooks Ghost 17. John spoke to several experts for this piece, including: Dr. Jodi Schoenhaus, DPM with the Foot, Ankle & Leg Vein Center; Dr. Samantha Landau, a faculty member at New York College of Podiatric Medicine; and Dr. Daniel J. Cuttica, a board certified orthopaedic surgeon with The Centers for Advanced Orthopaedics. Both Hoka and On Cloud regularly launch new and updated shoes, so we will periodically revisit and update this piece to be sure it contains accurate and relevant product information. It was first published in July 2025.
Yahoo
06-03-2025
- Business
- Yahoo
1 Exceptional Growth Stock to Buy Right Now
President Trump's new economic policies are spooking the markets, and the S&P 500 index has been trending downward after starting the year with a bang. The new tariff program could have a substantial impact on many public companies, both U.S. companies that import supplies as well as foreign companies that export to the U.S. Investors don't enjoy seeing the market lose gains, but this could present some buying opportunities for the savvy investor. The market has been looking expensive lately, and this might be the reset you've been waiting for. If you're looking for an incredible growth stock with massive opportunities, consider On Holding (NYSE: ONON). It just reported another fabulous quarter, but its stock is down year to date, and this looks like a great time to buy the stock. On sells sneakers and other athleticwear, but it's differentiated from similar companies by its distinctive sole design. At this point, it has many products that don't look different from any other brand, but people know it for its original On Cloud shoe. As a premium brand, On targets an affluent clientele. But it's resonating with a mass audience through its athlete endorsers, who run the gamut of professional sports and might only be recognizable to those "in the know" about these sports, as well as a strategic partnership with actress Zendaya. It's still rolling out across the world, and it has low brand awareness in many locations. However, it's growing quickly in the areas where it's launched. That gives it an incredible market opportunity and a long growth runway. On has consistently reported strong operating results. That would be impressive on its own, but even more impressive is that it's at a time when inflation has been hitting pocketbooks, and many companies' results -- including other premium athleticwear brands like Nike and Lululemon Athletica -- are feeling pressure. That implies On's constituency is resilient, and that it might be pulling market share from competitors. This past week, On released a blowout fourth-quarter earnings report, beating its own and Wall Street's expectations. Revenue increased 40% year over year (currency neutral), with a 49% increase in direct-to-consumer sales. On has a careful mix of direct-to-consumer and wholesale channels, as well as a robust digital presence. It also has 50 physical stores in strategic locations that it feels are a ballast of the network, where customers get to see it in real time. It has the highest gross margin in the industry, and it's getting higher, increasing from 60.4% to 62.1% year over year. It charges premium prices, and as its name catches on worldwide, its more affluent target customer is willing to pay for its products, strengthening the margins. Down to the bottom line, net income increased 436% from a loss the previous year. Earnings per share (EPS) were $0.33, beating Wall Street's average consensus of $0.18. On stock was lifted on the excellent report, but it's still down 8% year to date. At the current price, it trades at a forward 1-year P/E ratio of 32, which looks quite reasonable for a growth stock. Management said that it's still working with the strategy it outlined in its 2023 investor presentation, the pillar of which is generating brand awareness. The other elements are expanding its global footprint, innovating with product, and maintaining operational excellence. It made great strides in all of those areas last year, but there's plenty more to accomplish this year and beyond. One area that's incredibly promising is outside of footwear. Shoe sales increased 39% year over year in the fourth quarter, while apparel was up 83% and accessories were up 86%. That means customers are loving its brand right now, not just its shoes. Management is guiding for sales to increase 27% in 2025, ahead of its previous guidance. If inflation chills, On's results could stay elevated. As it amplifies its brand and expands its reach, On could be a standout stock this year and beyond. Ever feel like you missed the boat in buying the most successful stocks? Then you'll want to hear this. On rare occasions, our expert team of analysts issues a 'Double Down' stock recommendation for companies that they think are about to pop. If you're worried you've already missed your chance to invest, now is the best time to buy before it's too late. And the numbers speak for themselves: Nvidia: if you invested $1,000 when we doubled down in 2009, you'd have $304,161!* Apple: if you invested $1,000 when we doubled down in 2008, you'd have $44,694!* Netflix: if you invested $1,000 when we doubled down in 2004, you'd have $534,395!* Right now, we're issuing 'Double Down' alerts for three incredible companies, and there may not be another chance like this anytime soon.*Stock Advisor returns as of March 3, 2025 Jennifer Saibil has no position in any of the stocks mentioned. The Motley Fool has positions in and recommends Lululemon Athletica and Nike. The Motley Fool recommends On Holding. The Motley Fool has a disclosure policy. 1 Exceptional Growth Stock to Buy Right Now was originally published by The Motley Fool Sign in to access your portfolio
