By Cassell Ferere originally published on Forbes.com

With many athletic brands and outdoors-inspired labels dipping into the cross-functionality of streetwear fashion, HOKA is doubling down on the idea that outdoors and activewear should serve their intended function at the highest quality. HOKA sponsors the 2023 Men’s Ironman Championship, held in Nice, France, for the first time, making Kona, Hawaii home to the Women’s competition, re-invigorating outdoor running culture style.

On September 10, 2023, Nice, France, hosted the men's edition of the 2023 VinFast IRONMAN World Championship triathlon, marking a historic moment as the event took place in two locations for the first time in its 40-plus-year history. The competition began with the 2.4-mile ROKA Swim Course in the beautiful blue Mediterranean waters of Baie des Anges ('Bay of Angels') in Nice. 

After the athletes exited the sea, they were off to the longest part of the race. The biking portion took athletes through the countryside hills of Nice for over 100 miles before returning into view of the Cote d’Azur crowd of fans.

HOKA sneakers, in their bold and bright color palettes, graced the feet of many top athletes, including 24-year-old Frenchmen Sam Laidlow, who won the 2023 Ironman Championship, and representing Germany, Jan Fredeno, who won three championships prior and is arguably one of the top Triathletes of all time. The HOKA village brought the retail experience to the festivities of the 2023 Ironman Championship weekend, where guests and athletes shopped an array of footwear along with uniquely designed activewear. 

Less about the “fit-check” and more about the “fit-to-function,” HOKA clothing is lightweight throughout its wardrobe. The sheer windbreaker jackets can fold into a paper-ball size, making them easy to store away. Shorts lined with mesh provide comfort and maximum coverage. The material of the fabrics in the t-shirts wicken as you wear them, making the practicality of each piece prime for outdoor athletic activities.

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