HOKA sells mainly to just older people and running rats. How can they expand to a wider audience?

Appeal to what is universally liked - stories. Especially famous ancient Greek stories.

Launch a poster campaign right before Christopher Nolan releases 'The Odyssey’ on the big screen.

“HOKA’s are for everyones Hero’s Journey”.

(Sisyphus , Odysseus , and Theseus. THE BOYS)