Western States Continues Hoka Partnership

Via press release:

The Western States Endurance Run and HOKA have announced the continuation of the presenting sponsorship agreement between the world’s oldest 100-mile trail race and one of the fastest-growing performance footwear and apparel brands. The agreement extends the current presenting sponsorship partnership, originally formed in 2019 between the two organizations, through 2029.

Clearly Hoka loves the partnership with America’s flagship trail race and will do (almost anything) to continue this title sponsorship. And clearly this partnership benefits Western States tremendously that they don’t have to even blink and consider an alternative.

But also, clearly, the Golden Ticket races will continue to only be Hoka sponsored events and there’s no chance that any event that’s sponsored by a competitor would be considered for inclusion in the Golden Ticket race calendar as long as Hoka is title sponsor of Western States.

What is not clear to me is if one stipulation of this partnership contract is Western States’s inclusion at the UTMB World Series. Hoka just re-upped their sponsorship ties with UTMB and its World Series a few weeks ago. Clearly Hoka loves this synergy, but are they just loving this happy coincidence or is this manufactured. Me thinks the latter.