What HOKA Got So Right with Healthcare (And Why the Rest of Us Need to Catch Up)
Let’s talk about something that rarely gets to be both stylish and medically sound: orthopedic shoes. Or in this case—HOKA.
Now, before you roll your eyes and say, “Quinnee, I’m not a runner,” let me stop you right there. HOKA isn’t just for marathoners with a podcast and a foam roller. This brand managed to do the impossible: they made footwear that’s adored by geriatric nurses, Gen Z walkers, TikTok fashion girlies, orthopedic surgeons, and your aunt with plantar fasciitis—and they made it cool.
So… how did they do it? And why should healthcare marketers be taking notes like it’s a masterclass?
1. They Made "Comfortable" Feel Aspirational
Let’s be real: for years, healthcare shoes were giving “mall cop” energy. But HOKA said, “What if maximum cushioning could look like a New Yorker tote bag had a baby with a moon boot?” They took what healthcare workers actually need—support, shock absorption, durability—and made it chic. They didn’t just market to nurses and doctors… they listened to them.
In a world where so much of healthcare marketing still feels like a cold handshake, HOKA gave us a hug (with arch support).
2. They Built a Brand on Empathy
You can’t fake authenticity when your audience spends 12+ hours on their feet, advocating for patients during a global pandemic. HOKA leaned in. They featured real medical professionals in their campaigns—not actors with suspiciously clean scrubs. They didn’t just market comfort, they championed the people who needed it most.
That’s not just branding. That’s belonging.
3. They Found Their Healthcare Tribe—and Loved Them Out Loud
Instead of chasing every market, HOKA found their people: frontline heroes. Healthcare pros. Medical students trying to survive clinical rotations without a limp. And they showed up for them—through design, marketing, and community partnerships.
Healthcare doesn’t just want performance. It wants purpose. And HOKA laced up and delivered.
4. They Turned Utility Into Culture
Raise your hand if you’ve ever heard, “Oh, those are HOKAs?” in the wild. That’s brand culture, baby. They’ve made it so that wearing HOKA in the hospital halls is the equivalent of being “in the know.” A quiet flex that says, “Yes, I care about my lower back and I read reviews.”
Imagine if we applied that to every touchpoint in healthcare branding—products, services, even patient comms. Make it cool to care.
Final Thought (a.k.a. The Mic Drop 🎤)
In a world where healthcare often feels exhausting, clinical, and let’s be honest—very beige—HOKA gave us color, comfort, and connection. And they didn’t do it by shouting. They did it by listening, by leading with empathy, and by designing with purpose.
So to every healthcare marketer, brand strategist, and wellness start-up founder: the lesson is clear.
If your solution doesn’t feel like a hug and look like a dopamine hit, you might want to go back to the drawing board. Or better yet, take a walk—in a pair of HOKAs. Which I would love by the way.
