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My Hoka trainers are easily my most-worn shoes. As someone who runs regularly, I’ve tried my fair share of brands over the years, looking for something that actually delivers on comfort and performance. Eventually, I landed on Hokas—and that search pretty much stopped there. I now rotate between the Cliftons and the Skyflows. They each offer slightly different benefits in terms of functionality, but both have that unmistakable Hoka look: bold, cushioned, and designed with impact in mind. They come in a great range of colours, and that thick, bouncy sole really does make a difference on longer runs.
Of course, that level of comfort and design comes at a cost. Most pairs retail for upwards of £100. If you’re a regular runner, it’s an investment that makes sense—you really do get what you pay for. But not everyone needs that level of performance. If you’re after something more casual, something for walking, commuting, or being on your feet all day, then spending triple digits might feel like a bit much.
That’s where a much cheaper alternative has caught shoppers’ attention. The Amazon NORTIV 8 trainers, which usually retail for £39.99, are currently on sale for £30.59 (though some sizes and colours are already sold out). And according to reviewers, they offer a surprisingly similar look.
“So comfy,” said one customer. “As others have said, they feel like Hoka but without the price tag. Nice fit all round, look good.”
Another added: “What fantastic trainers! I’ve struggled for ages to find something for work, [as I am] on my feet all day in a kitchen, that is sturdy and comfortable. I also have fallen arches and have had trouble with heel pain recently. I’ve tried Crocs and numerous other trainer brands…these are by far the best…Worth the money, easy to put on and looks similar to Hoka style.”
Now, it’s worth being realistic. These aren’t going to deliver the same level of performance, support, or long-term durability as Hokas. That’s to be expected given the price difference. The real comparison here is visual. If you like that chunky, cushioned aesthetic, the NORTIV 8 trainers get pretty close.
Both pairs feature a noticeably thick sole, but the materials are quite different. The Amazon trainers use a simpler EVA and rubber foam construction, whereas Hoka’s design relies on more specialised materials engineered to absorb impact and provide energy return over longer distances. That said, the simpler build does have its advantages. The NORTIV 8 trainers are lightweight at just 233.4g, which makes them a practical option if you’re on your feet all day.
One reviewer shared: “I’m a nurse. I work 10-hour shifts, on my feet. I have been wearing these routinely since Amazon Prime Week. The colour is complimented frequently by my patients and other staff members. People always ask me if they are Hoka and then what brand they are.”
Visually, the similarities are hard to ignore. The shape of the sole, the mesh upper, and the overall silhouette all echo that Hoka style. Like Hokas, they’re available in a wide range of colours too, whether you prefer something understated like black or white, or want a brighter pop with shades like pink or pale blue. There’s a bold bubblegum pink for anyone who wants something more eye-catching.
They’re lace-up, straightforward to wear, and available in sizes 4 to 8, with some half sizes. A few shoppers do suggest sizing up, though. As one person said: “I am so impressed with these trainers, they are very comfortable to wear and walk in. They fit quite snug; if you have a wide fitting, I would suggest you buy a bigger size than you need.”
Another reviewer noted: “Super comfortable but too large! Should have ordered a 7, not an 8. Lightweight and nice colour blue. Great cushioning and quality. Hope more styles will be available in the future, as they will be snapped up. Great value for money.”
In the end, it really comes down to how you plan to use them. If you’re running regularly or need something with more advanced support and cushioning, Hokas are still firmly worth the investment. But if it’s the look you love, and you just want something comfortable for everyday wear, the £30 option offers a surprisingly convincing alternative without the higher price tag.
