Written by
Baptiste DOISNEAU
Sep 10, 2025
Unna: A philosophy in opposition
UNNA and HOKA join forces to reimagine the legendary Speedgoat 2, a trail icon, through the unique lens of the UNNA philosophy. Here, technical performance is combined with a deep message: prioritizing joy, growth, and well-being over pure performance.
As John-Ruben Holtback, founder of UNNA, emphasizes: “The Speedgoat 2 has been my favorite trail shoe for six years. Reimagining it with HOKA felt like a natural choice. We want to inspire more people to move and feel good in their skin.” Thomas Cykana, senior director of global collaborations at HOKA, adds: “The Speedgoat 2 is a legendary shoe. We are thrilled to collaborate with a brand whose ethos is based on community, movement, and collective optimism.”
Source :
UNNA
Source :
UNNA
The Speedgoat 2 UNNA version is adorned with natural rubber tones and shiny details, evoking a nostalgic warmth. The reflective elements add a touch of 'magic' as the day fades. The detail, a small detachable and glow-in-the-dark rubber caterpillar, embodies the theme of transformation: a delicate metaphor to remind us that we are all caterpillars ready to become butterflies. Designed to perform well on trails as well as in urban settings, this version combines functionality and optimism. UNNA insists: 'Count Smiles over Miles,' because style, presence, and smiles matter just as much as performance.
On the technical side, the Speedgoat 2 UNNA × HOKA maintains all the robustness and grip that has made its reputation, thanks to a Vibram® Megagrip outsole designed for the most demanding terrains. The technical mesh upper, embellished with metallic and reflective overlays, offers a subtle balance between breathability and protection. Two new colors: Astral / Galaxy and Sea Ice / Cosmic Grey, highlight this identity that is both urban and outdoor. Each pair is delivered with two lacing systems (elastic quick lacing and classic) to adapt to various uses, and is distinguished by unique details: the embossed HOKA logo, the inscription 'GOOD / PLACE' on the midsole, as well as three glow-in-the-dark caterpillar charms, a poetic nod to the metamorphosis dear to UNNA.
Source :
UNNA
Source :
UNNA
Founded in 2020 in Stockholm, UNNA is a running brand created by John–Ruben Holtback, former designer of the label L’HOMME ROUGE and winner of the Woolmark Prize in 2018.
Its inspiration came from a personal health event experienced in 2014, which led him to rethink the notion of well-being, both physical and mental, and introduced him to running, a vector of transformation and serenity.
Based in Stockholm, the brand offers collections that are both functional and aesthetically inspired, with references to running culture and benevolent messages like "Smiles Club," which is a race regularly organized by the brand. Or "Good Place," which aims to put people in the spotlight. It also commits to the environment by using materials such as regenerated nylon, recycled polyester, GOTS/RWS certified cotton and wool, as well as Tencel™ lyocell or modal fibers, favored for their performance and low ecological impact.
Source :
UNNA
Source :
UNNA
UNNA offers a vision that breaks with the culture of performance. For the brand, the essential thing is not to cross the finish line first, but to reach a "Good Place," a positive and peaceful state of mind. Rather than reducing the race to a battle against the clock or the pursuit of records, UNNA invites one to make it a moment of pleasure, self-presence, and well-being.
Identified as a reference of the "anti-performance" movement, which goes against the cult of performance, the brand values above all the journey taken: movement, experience, transformation, more than the final result. It advocates a more human, collective, and introspective approach to sports practice.
With its campaign "MILES SMILES", UNNA overturns the codes of traditional running often associated with performance and suffering. Created by the duo BABYBABY and produced by Giants & Toys, the film adopts a humorous and sensitive tone to remind that running is primarily about pleasure. We follow Marinus, aka Miles, a runner in the midst of an existential crisis, filmed in a mockumentary style by Stellan Runge. Between discipline and lightness, obsession and freedom, this creation perfectly illustrates UNNA's vision: to place joy and authenticity at the heart of running.
This universe, UNNA names the UNNAVERSE: a space designed as an open and inspiring community, where its mission, creation methods, and philosophy express a counter-current to other brands.
Source :
UNNA
Source :
UNNA