RUN
Run AS is the authorized Norwegian distributor and retailer of HOKA running shoes and apparel, selling through run.no e-commerce and seven retail partners while sponsoring Norwegian running events and partnering with elite athletes.
- Company typePrivate
- Founded2013
- HeadquartersHamar, Norway
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What RUN does
Run AS (operating as RUN) is a Norwegian private limited company headquartered in Hamar, founded in 2013, that functions exclusively as the authorized Norwegian distributor and retailer of HOKA running shoes and apparel. The company sells through its own e-commerce site run.no and through seven named authorized retail partners spanning sporting-goods chains and running-specialty stores across Norway. Its product portfolio is entirely HOKA-branded, organized into road running (Skyward X, Clifton, Bondi, Mach, Carbon X, Rocket X, Cielo), trail running (Speedgoat, Tecton X, Mafate, Challenger), stability (Arahi, Gaviota), competition (Cielo X1, Rocket X 3, Cielo RD), and a 2024-launched apparel line. Underlying technology resides with HOKA rather than RUN, including PEBA foam midsoles, carbon fiber propulsion plates, Vibram Megagrip outsoles, and GORE-TEX waterproof membranes; RUN's role is importation, marketing, distribution, and after-sales.
Revenue is generated via hardware sales of HOKA footwear and apparel at premium unit pricing (one disclosed example: Skyward X at 3,199 NOK). The go-to-market is event-driven and athlete-led: RUN sponsors and organizes multiple Norwegian running events (HOKA Lofoten Skyrace, HOKA-mila in Moelv, HOKA Solastranden Halvmaraton, HOKA Hamar vårløp), and maintains endorsement deals with elite Norwegian athletes including Johannes Høsflot Klæbo, Therese Johaug, Sylvia Nordskar, Tiril Eckhoff, and Hans Christian Tungesvik. Customer segmentation is horizontal across road runners, trail/ultra runners, track athletes, active-lifestyle consumers, and a niche healthcare-professional referral segment; athlete editions (e.g., Klæbo Speedgoat, Johaug Mach 4) form a co-branded sub-line. Revenue figures, ownership structure, and headcount trends are not publicly disclosed.
RUN firmographics
Firmographics- Name
- RUN
- Legal name
- Run AS
- Website
- https://run.no
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Run AS is the authorized Norwegian distributor and retailer of HOKA running shoes and apparel, selling through run.no e-commerce and seven retail partners while sponsoring Norwegian running events and partnering with elite athletes.
- Ownership category
- akta.pro rank
RUN industry classification
Industry- Product category
- Athletic Footwear Distribution
- NAICS
- Shoe Retailers (45821), Shoe Retailers (458210)
- SIC
- Retail-Shoe Stores (5661)
- akta.pro primary industry
- Performance Running Specialty Retail (CRAMACAA)
- akta.pro secondary industries
- Athletic & Performance Footwear Retail (CRAAADAA), Athletic Footwear & Sport Apparel Retail (CRAMABAC), Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA)
Keywords
Where RUN is headquartered
LocationHeadquarters
- HQ city
- Hamar
- HQ country
- Norway
- HQ region
- Europe
Offices1 record
Markets served
RUN business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Infrastructure
Revenue model
- HOKA Running Shoes Sales: RUN operates as the Norwegian distributor for HOKA ONE ONE running shoes, selling footwear through e-commerce (run.no) and authorized retail partners including Sport 1, Anton Sport, Framsport, Bull Ski og Kajakk, Oslo Sportslager, Löplabbet, and Platou Sport.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Premium road running shoes with maximum cushioning |
Go-to-market motion1 record
Distribution channels8 records
Marketing channels7 records
RUN product offering
Product offeringCore offering
RUN (Run AS) is the authorized Norwegian distributor and retailer for HOKA ONE ONE running shoes and athletic apparel. The company sells HOKA-branded footwear across road, trail, and racing categories through its own e-commerce site run.no and through authorized retail partners across Norway. RUN also organizes branded running events such as HOKA Lofoten Skyrace and HOKA-mila.
Product overview
RUN is a Norwegian authorized distributor and retailer of HOKA running shoes and athletic apparel. The product portfolio consists primarily of HOKA-branded running footwear organized across road running shoes (Skyward X, Clifton, Bondi, Mach, Carbon X, Rocket X, Cielo), trail/terrain shoes (Speedgoat, Tecton X, Mafate, Challenger, Zinal, Torrent), and stability shoes (Arahi, Gaviota). Product lines span competition racing (Cielo X1, Carbon X, Rocket X), daily training (Clifton, Mach), maximum cushioning (Bondi, Skyward), and trail running (Speedgoat, Tecton X, Mafate). HOKA apparel was launched in 2024 as the brand's first clothing collection in Norway. Products are organized by gender (Dame/Herre), age (Junior), and use case (Trening/Konkurranse/Terreng). RUN also organizes running events including HOKA Lofoten Skyrace and HOKA-mila in Moelv.
Differentiator
Problem solved
Functional benefit
Brands
- HOKA Mach 4 Johaug Edition: A special edition running shoe collaboration with Norwegian cross-country skier Therese Johaug.
- Speedgoat 5 Klæbo Edition
Products and services
- HOKA Skyward X Maximum cushioning road running shoe with 48mm heel/42mm forefoot stack height, convex curved carbon fiber plate, PEBA foam, and super critical EVA base. Designed for long runs and recovery jogs.
- HOKA Speedgoat 7 Trail running shoe designed for terrain running with aggressive traction and durable Vibram outsole for mountain and technical trail conditions.
- HOKA Mach 7 Lightweight training shoe for versatile running with responsive cushioning and balanced feel for daily training sessions.
- HOKA Cielo X1 3.0 HOKA's marathon flagship and most responsive shoe featuring dual-layer PEBA foam, winged carbon fiber plate, and aggressive rocker geometry for racing.
- HOKA Rocket X Trail Trail running shoe designed for speed and performance on terrain courses.
- HOKA Gaviota 6 Stability running shoe with maximum cushioning for runners seeking structured support.
- HOKA Mafate X Hike Hybrid shoe combining trail running technology with hiking functionality.
- HOKA Rocket X 3 Lightweight carbon-plated racing shoe for competitive road running.
- HOKA Bondi 9 Maximum cushioning road shoe with softer and bouncier foam than previous versions for daily training and recovery.
- HOKA Clifton 9 Popular maximum cushioning daily training shoe, lighter with more cushioning than previous version, for long runs and everyday mileage.
- HOKA Tecton X 3 Elite trail running shoe with dual parallel carbon fiber plates featuring full-length wings for stability and double-layer PEBA foam with Vibram Megagrip Litebase outsole.
- HOKA Speedgoat 5 GTX SPIKE Waterproof Gore-Tex trail shoe with 12 tungsten carbide spikes for ice and winter conditions, Vibram Megagrip outsole with 5mm lugs.
- HOKA Cielo RD Ultralight and responsive road racing shoe with PEBA foam midsole, aggressive forefoot rocker, and strategic outsole rubber placement for 5K to half marathon distances.
- HOKA Mach 4 Johaug edition Lightweight versatile training shoe collaboration with Therese Johaug featuring PROFLY midsole with responsive forefoot and softer heel cushioning, engineered mesh upper.
- HOKA Carbon X 3 Carbon-plated long-distance racing shoe with ProFlyX midsole foam offering superior energy return and explosive toe-off, premium knit upper with extended heel collar.
- HOKA Apparel HOKA's first clothing collection launched in Norway, featuring high-functional performance garments targeted at runners.
- HOKA Lofoten Skyrace Mountain running event in Lofoten, Norway with distances of 10km, 15km, and 32km. Organized by Svolværguttene with HOKA as main sponsor.
- HOKA-mila Moelv 10,000m track race event held at Skarpsno Arena in Moelv, organized with Moelven IL Friidrett athletics club. HOKA serves as title sponsor.
Quantifiable outcome
- Skyward X won 'Best Støpdemping' and 'Best Stabilitet' in Löplabbet's 2024 training shoe test
- +2 more outcomes
Companies that use RUN
Customer profileNamed customers9 records
Segments5 records
Ideal customer profiles3 records
RUN technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
RUN partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Moelven IL FriidrettcorePartnership with athletics club to organize HOKA-mila, a 10,000m track race event held at Skarpsno Arena in Moelv on August 31. HOKA serves as title sponsor for the inaugural event.
- Lofoten SkyracecoreHOKA serves as main sponsor of HOKA Lofoten Skyrace, a mountain running event in Lofoten with distances of 10km, 15km, and 32km. Organized by Svolværguttene.
- Untold MovementcoreHOKA X Untold Movement is an elite trail running team consisting of 5 athletes: Sindre Buraas (coach), Stian Dahl Sommerseth, Sylvia Nordskar, Halfdan-Emil Færø, and Karoline Holsen Kyte. The team competes in Golden Trail Series races including Zegama, Stranda, and Sierre Zinal. RUN/HOKA provides competitive shoes for training and competition.
- AbilicaminorCollaboration creating a series of 3 home training workouts focused on maintaining running musculature. Developed during COVID-19 isolation period for indoor training.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
RUN competitors and assessment
Company assessmentDirect peers
- Runners Need: UK's largest specialty running retailer (part of Frasers Group). Operates chain of dedicated running stores plus e-commerce, similar to RUN's specialty retail focus, and is a relevant peer for European specialty running retail dynamics.
- Running Room: Canadian specialty running retailer with ~130 locations across Canada. Directly comparable business model: specialty running footwear retail, community run programs, and event organization, with a similar focus on serving performance-oriented runners.
- Fleet Feet: US-based specialty running shoe retailer with ~180 stores, offering multi-brand premium running footwear, training programs, and event sponsorships. Comparable omnichannel model (DTC + retail) and customer base of dedicated runners, with similar emphasis on community building.
- Jogging International: French specialty running retailer with multiple stores in France. Directly comparable specialty running shoe retail concept with multi-brand and premium brand focus, plus running community engagement.
- Up & Running: UK specialty running store chain with a comparable model of dedicated running shoe retail, expert staff, and community events. Smaller specialty retailer with similar product focus and customer base.
Broad incumbents
- XXL Sport: Nordic sporting goods retailer with stores across Norway, Sweden, Denmark, and Finland. Comparable as a Nordic multi-brand athletic footwear retailer operating in the same geographies, though broader in product range.
- On Holding: Swiss premium running shoe and apparel brand with proprietary CloudTec technology. Comparable as a direct premium running brand competitor to HOKA in the Norwegian market, with similar performance marketing and DTC emphasis.
- Stadium: Major Nordic sporting goods chain with strong presence in Sweden and Norway. Comparable as a broad sporting goods retailer serving the same regional customer base with athletic footwear among other categories.
- Intersport: Large European sporting goods retail chain with broad multi-brand product portfolio including running footwear. Relevant comparison as a broader incumbent that also distributes athletic footwear across European markets.
Others
- Deckers Outdoor (HOKA): Parent company of HOKA, the brand RUN exclusively distributes. Not a direct competitor but the upstream supplier/brand owner whose strategic decisions directly determine RUN's business continuity and product roadmap.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
RUN social profiles
Digital presenceRUN financial estimates
Financial estimateRevenue estimate
Valuation estimate
RUN leadership team
Management profileNumber of profiles
Profiles3 records
RUN funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RUN M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about RUN
What does RUN do?
RUN (Run AS) is the authorized Norwegian distributor and retailer for HOKA ONE ONE running shoes and athletic apparel. The company sells HOKA-branded footwear across road, trail, and racing categories through its own e-commerce site run.no and through authorized retail partners across Norway. RUN also organizes branded running events such as HOKA Lofoten Skyrace and HOKA-mila.
Is RUN a public or private company?
RUN is a private company. It is classified as unknown and is currently operating.
When was RUN founded?
RUN was founded in 2013. It employs 11 to 50 people.
Where is RUN based?
RUN is headquartered in Hamar, Norway, in the Europe region.
How does RUN make money?
One revenue line is on record: HOKA Running Shoes Sales.
Who are RUN's main competitors?
Direct peers on record are Runners Need, Running Room, Fleet Feet, Jogging International and Up & Running. Broad incumbents are XXL Sport, On Holding, Stadium and Intersport. Deckers Outdoor (HOKA) is listed as an others.
Does RUN have an API?
No public API is recorded for RUN.
What industry is RUN in?
RUN's product category is Athletic Footwear Distribution. Its primary akta.pro industry code is CRAMACAA, Performance Running Specialty Retail, with a secondary code of CRAAADAA, Athletic & Performance Footwear Retail. Its NAICS code is 45821 and its SIC code is 5661.