Radical change often comes about in trying to solve a simple problem. The goal is to improve endurance race times by designing a shoe to go downhill faster. In doing so, they inadvertently reinvented the running shoe. These new shoes improved the experience of going uphill too. And down again. And up again. It turns out that redesigning a shoe that helps an athlete tackle 100 miles in challenging conditions can help all runners perform. Hoka the new running shoe.