From Caterpillar to Butterfly: The UNNA × HOKA Speedgoat 2 Story

Every butterfly was once a caterpillar. It's a simple truth that Swedish designer John Ruben Holtback knows intimately—not from nature books, but from the trails that became his therapy after mysterious health issues left doctors without answers.

"I tried many things," he recalls, "but running was the one that really stood out."

What started as desperate experimentation became ritual. The sleep problems vanished. The anxiety that had shadowed him since his early teens began to lift with each footfall. His formula: three runs per week, 20 to 30 kilometers total. Not chasing PRs, but covering ground for mental clarity. The sustainable pace. The zone where transformation happens quietly, consistently.

When Fashion Meets Function

Before founding UNNA three years ago, Holtback built his reputation in fashion. His menswear label L'HOMME ROUGE won the Woolmark Prize and earned recognition from Interview Magazine as one of the future faces of global menswear in 2018.

But UNNA represents something different: a fusion of therapeutic movement and transformative design. His philosophy starts with function—creating pieces that work for running—then adapts them for everyday life. The result? Gear that transitions seamlessly from trail to street, from performance to presence.

The Speedgoat: Six Years of Trust

When HOKA reached out about a collaboration, Holtback's answer came without hesitation: the Speedgoat 2. For six years, this trail-dominating silhouette has been his trusted companion on Swedish trails and beyond—aggressive Vibram Megagrip outsole, maximal cushioning, surprisingly nimble handling.

"It feels special to design my personal favorite shoe from the HOKA lineup," he says. That authenticity shows in every detail.

The Caterpillar: A Symbol for Every Runner

The release was timed for UTMB—one of trail running's most prestigious events—but Holtback had no interest in speaking only to elite athletes. He needed a symbol that would resonate with the person lacing up running shoes for the first time, the beginner discovering what their body can do.

Enter the caterpillar charm—a playful detail that dangles from the laces like a tiny companion. A reminder that every butterfly was once earthbound, that transformation is a process, not an event.

"We are all caterpillar s at the start of a process," Holtback reflects, "and there is beauty in the journey whether you are just starting to walk to work or training for UTMB."

Kids love it. Adults appreciate its layered symbolism. The caterpillar isn't just decoration—it's philosophy made tangible.

A Meeting of Values

The collaboration took over two years, beginning with a low-budget campaign that caught HOKA's attention. Despite interest from bigger names, HOKA felt right—a brand that balances technical innovation with cultural relevance, equally at home on mountain trails and city streets.

The result: two distinctive colorways that maintain the Speedgoat 2's legendary trail credentials while adding UNNA's signature aesthetic. Understated sophistication meets functional design.

Building Community Through Movement

The UNNA × HOKA Speedgoat 2 launches through carefully curated retailers—unna.com, Dover Street Market, and 50 top-tier lifestyle and running stores—but the real story happens in person. Events with Knees Up, a three-week Korean pop-up, gatherings at KAYO Stockholm and The Loop Austin.

These aren't just product launches—they're invitations into the UNNA Smiles Club, the brand's community-driven running collective expanding beyond Sweden.

"The social side of running and the community around the brand is one of our most important pillars," Holtback emphasizes. Because transformation, like running itself, happens best in good company.

Wear Your Story

The UNNA × HOKA Speedgoat 2 arrives with all the technical prowess you'd expect—responsive cushioning, grippy Vibram outsole, protective overlays—but carries something extra. A reminder pinned to the laces: You're in the middle of your own transformation.

Whether you're building your Zone 2 base with steady runs, exploring new trails, or simply walking to work with intention, these shoes meet you where you are. Designed for the journey, not just the destination.

Because every runner was once someone who simply decided to begin.

Shop the Collection

Explore the UNNA × HOKA Speedgoat 2—available in two distinctive colorways, each pair includes the signature caterpillar charm. Your reminder that transformation is a beautiful, ongoing process.