Robin Green knows that athletes wear Hokas. The fashion crowd, too. Her favourite customers, though? Nurses.

“I get so many emails from nurses around the world,” says Green, a 17-year Nike veteran who’s been president of Hoka since early last year. “It’s honestly an honour. It’s such an important job, what these people do. It’s heartwarming to know we are loved by people in that industry. It’s a great compliment.”