Great piece - appreciate the detail and time you put into it. Thought HOKA's were so ugly when my Mom and Girlfriend first got a pair. Still haven't gotten a pair for myself but always surprised by how much praise their users sing. Will be curious to see if they can maintain relevancy. Also curious to see how/if they expand their product offering - would be wild to see lifestyle type sneakers, a Salomon sportstyle type of product line.