HOKA is taking one of its most recognisable running silhouettes away from the track and firmly into the city, teaming up with New York entrepreneur and vintage curator Emma Rogue for the launch of the Clifton UTL
Known for her ROGUE vintage shops and her ability to source clothing with a story, Rogue operates at the intersection of fashion, community and New York’s constantly moving creative scene. That makes her a natural figurehead for the Clifton UTL, a new interpretation of HOKA’s Clifton franchise designed to bridge the gap between performance comfort and everyday style and that idea sits at the heart of the campaign, which places Rogue in motion throughout New York at treats the city itself as the backdrop.
From Early Mornings to Late Nights
Rogue’s own schedule perfectly reflects what HOKA is trying to capture with the Clifton UTL.
She runs three shops while sourcing vintage and moving between meetings and events, that means her days rarely follow a predictable route. Therefore, the sneakers have been positioned as a piece that can move between different sides of her wardrobe without demanding a change of footwear.
“My days are super unpredictable, from running three shops, sourcing vintage, and running around the city for meetings and events,” said Rogue. “HOKA’s Clifton UTL is for anyone who is locked in and ready to take on whatever the world throws at them. When I reach for them, I know I won’t have to sacrifice my fit for comfort. They’re fly and my new go-tos.”
The Clifton UTL takes HOKA’s familiar comfort into a more lifestyle-focused silhouette, allowing it to work alongside everything from denim, vintage T-shirts, technical pieces and tailored layering items. That versatility is also shown in the campaign.
A New Direction for the Clifton
The Clifton has become one of HOKA’s most recognisable franchises, traditionally associated with lightweight running and cushioned performance. With the Clifton UTL, HOKA is taking those foundations and approaches them from a different perspective.
The emphasis is less on a single sporting activity and more on movement itself. The sneakers is designed around commuting, walking, navigating the city and simply getting through the day without slowing down and having too much hassle.
HOKA’s Director of Design, Lifestyle Chris Hui, describes the intention as taking one of the brand’s most beloved running silhouettes and reworking it through a lifestyle lens. The result is intended to retain the comfort associated with the Clifton while giving it a more style-forward identity.
“Our goal in creating the Clifton UTL was to take one of HOKA’s most beloved running silhouettes and reimagine it through a lifestyle lens,” said Chris Hui, Director of Design, Lifestyle at HOKA. “The result delivers uncompromising comfort in a style forward package with the versatility to live, commute, and move through the day without limits.”
Emma Roque Leads the Campaign
For the global campaign, Rogue becomes the perfect embodiment of that movement-first mentality.
The imagery follows her through the in-between moments of New York life: rushing towards the subway, moving along the sidewalk, stopping unexpectedly at galleries and continuing in the evening and late nights. HOKA focuses on the spontaneity that comes with living in a city where plans can change by the minute.
Cosmic Grey
The global launch comes in Cosmic Grey, a colourway that fits naturally on the Clifton UTL and the city-focused identity.
The neutral grey finish gives the silhouette the versatility to style it on anything and any day. It works well with heavy denim, vintage clothing, sweatpants and on a technical outfit.
Release Information
The HOKA Clifton UTL in the Cosmic Grey colourway releases globally on September 4, 2026. Through HOKA.com, HOKA retail locations and selected retailers around the world.
