HOKA is Reimagining the NIL Relationship for Some of America’s Best Amateur Athletes

June 5, 2024

HOKA, the renowned athletic footwear and apparel brand, is betting on a new reality for NIL that goes beyond one-and-done deals. Instead, it opens doors for future opportunities and maintains relationships with athletes for years to ensure their success.

In December 2023, the company took a major step toward fulfilling that vision. As part of a groundbreaking collaboration with Foot Locker, HOKA helped breathe new life into America’s premier high school cross country series: the 44th Cross Country National Championships. What set this apart was the competition itself and the superstar treatment these athletes received—from top-tier shoes and swag to first-rate travel and luxury accommodations. This event set the foundation of a larger strategy encompassing HOKA’s dream of a more robust and beneficial NIL ecosystem.