Driven By a Dream

Words by Like the Wind – Photography by Chase Fleming

Habtom Samuel doesn’t give up when things get hard. Even when a race becomes impossibly difficult, when he is literally knocked down, when others would surely quit, the idea of surrender doesn’t occur to him. What might break another person doesn’t stop Habtom from finishing a race – or even winning it.

The 22-year-old junior at the University of New Mexico (UNM) is known for his perseverance and grit. In June 2024, as a freshman, he won the US National Collegiate Athletic Association (NCAA) Division I Track and Field 10K Championship race in Eugene, Oregon. He ran a then-personal best time of 28m07s after tripping over a fallen runner and landing on his hands and knees with 1,000m left in the race.

Then, in November 2024, during the NCAA Division I Cross Country Championships in Madison, Wisconsin, Habtom lost his shoe – about 5km into the 10km race. Despite having one bare foot, he kept running. He didn’t stop until after he crossed the finish line with two bloody feet, in need of stitches. He came in second place.

It’s his upbringing that makes him tough, he says. Born and raised in Eritrea until he enrolled at UNM in 2023, Habtom walked a 14km round trip to and from school every day. He grew up as the son of farmers, which has greatly influenced his strong work ethic. Making his parents and siblings back in Eritrea proud is what now drives him towards success.

“No matter what happens, I just want to just keep fighting, to never give up,” he says. “That’s what my family taught me.”

Habtom’s resolve also extends outside of running. When he moved to the US in 2023 to attend UNM, Habtom had to assimilate to a new culture, learn English and balance school work with a rigorous training regimen. His teammates and coaches, from the first day he arrived, helped him to navigate the learning curve of his new life as a college athlete in America – and now UNM’s assistant cross-country coach, Brian Maty, says that Habtom has become a role model for the rest of his team. Habtom’s commitment and work ethic have set a high standard, inspiring others to strive for excellence.

“He’s on time for everything, goes to study halls, volunteers and never misses anything,” Brian says. “When you see the number-one guy in the NCAA is doing all these things and running, everyone else on our team is like, ‘Well, I gotta be doing at least that, right?’ They want to get to this guy’s level.”

In June, Habtom became one of HOKA’s Name, Image, Likeness (NIL) athletes. NIL, implemented by the NCAA in 2021, allows student-athletes to receive compensation from third parties, such as footwear or clothing sponsors, using their personal brand. HOKA signed its first collegiate NIL athletes in the summer of 2024. As the NIL landscape continues to grow across collegiate athletics, it was important for HOKA to begin supporting the next generation of athletes early in their journey. Supporting collegiate runners through NIL partnerships builds on HOKA’s legacy of investing in the sport from the ground up, championing athletes who embody performance, community and joy in motion.

Habtom’s sponsorship with HOKA allows him to receive shoes and apparel that assist in training and racing. The financial compensation he receives allows him to assist with supporting his family in Eritrea. The sponsorship provides stability and resources, allowing him to concentrate on his goals and responsibilities.

“It’s important to HOKA that its roster of athletes is treated like family,” says Steve DeKoker, HOKA’s senior director of global sports marketing. “HOKA not only provides athletes with financial support and training and racing gear, but helps them grow as athletes and humans.”

And who Habtom already is as a human – hardworking and kind – is a major reason why HOKA decided to partner with him.
“Habtom is not only an exceptional athlete, but also embodies the spirit of HOKA through his commitment to his teammates, his dedication to training and the joyful energy he brings to everyone around him,” Steve says.

Since he earned his student visa to study and run collegiately in the US, Habtom’s relationship with the Eritrean National Athletics Federation has become strained, much to his disappointment. The organisation removed Habtom from their national team because he decided to study in America, barring him from racing and representing Eritrea at the Olympics and the World Athletics Cross Country Championships in January 2026, despite his strong desire to represent his country at both events. But despite his sadness and homesickness, Habtom has chosen to pursue a path to US citizenship, which will allow him the opportunity to potentially compete on an international stage in the future.

Habtom’s aspirations for the future are big and he’s excited for what lies ahead after his collegiate running career. In a few years, he hopes to compete professionally in road racing – maybe even at the Chicago or New York City Marathons. “That’s one of my big dreams,” he says.

His partnership with HOKA is another reason for Habtom’s excitement for the future. He’s had a few outstanding performances since wearing HOKA’s gear: he ran a 10K PB of 26m52s at Sound Running’s The TEN race this year, while wearing a HOKA spike. And since becoming a HOKA athlete, he’s accompanied the brand’s Northern Arizona (NAZ) Elite team in Flagstaff on some training runs, which has provided him with visibility into a professional running environment and created personal connections to potential future teammates.

In the much-nearer future, as this article goes to print, Habtom was looking forward to competing at the NCAA Division I Cross Country Championships, which took place on 22 November in Columbia, Missouri. At this year’s championship, Habtom didn’t plan on losing another shoe: his plan was to win; and he wanted the UNM men’s team to place first overall, too.

Winning is important to Habtom because it represents the culmination of his hard work and the opportunities he’s been given: he sees it as a way to honour his past struggles and make the most of the opportunities he has now.

“This is a really big opportunity, coming from the place where I grew up,” he says. “I need to be focused on my dreams. I’m working hard and I’m lucky to be here, so I’m going to have to use this opportunity.”

But no matter what happens, at the NCAA Championship meet or in the future, it’s clear that Habtom won’t give up on anything without a fight.

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