Hoka One One Announces Sponsorship of Bring Back the Mile
The 'maximalist' shoe brand will support the campaign promoting the distance.
by Megan Hetzel Published: Feb 27, 2014
Hoka One One is now the main sponsor of Bring Back the Mile (BBTM), a campaign that aims to restore the iconic distance after it was all but forgotten when U.S. tracks switched to the metric system in the 1980s.
"We heartily welcome Hoka One One as our first major Bring Back the Mile sponsor," said BBTM Founder Ryan Lamppa in a press release. "We are excited about this partnership as together we share a common vision and passion for the mile and for celebrating the sport and athletes of all abilities."
The BBTM sponsorship is the latest move Hoka One One, known for its "max-cushioned" models that cater to trail and ultra runners, has made to widen its market. Earlier this month, the shoe brand picked up Mike Rutt, an 800-meter pro runner who trains with the New Jersey-New York Track Club. Hoka One One has also signed Nicole Schappert, a 1500-meter specialist, and Olympian Magdalena Lewy Boulet.
"Hoka One One is a shoe for everyone, whether you are on your first mile or going after a sub-4 minute mile," said Jim Van Dine, president of Hoka One One. "We look forward to working with BBTM and together promoting the storied distance. I fondly remember my quest to break five minutes in the mile as a junior high school athlete and that initial goal set me on a path to have a successful running and professional career."