Hoka, Olaplex and Sony headline July’s fresh drop list
NBC Selected’s July roundup spotlights new running shoes, a high-zoom Sony camera and Olaplex’s latest hair mist.
By Deshawn Carter · Sports Writer
3 min read
Hoka put two new Clifton runners into July’s shopping chatter, while Olaplex added a shine mist and Sony returned to its RX10 camera line after a long gap, according to NBC Selected’s latest New & Notable roundup.
The shopping team said its July list covers more than 50 recent releases across beauty, travel, footwear, tech and other categories. NBC Selected also notes that it chooses what to cover independently and may earn a commission when readers buy through its links.
Running shoes get the spotlight
The Hoka Clifton 11 is listed at $155 at Zappos and REI, and $154.99 at Dick’s Sporting Goods, according to NBC Selected. The shoe is the newest version of Hoka’s neutral everyday running sneaker, a model the outlet says it also recommends for walking.
According to NBC Selected, the Clifton 11 has soft foam cushioning, a mesh upper, a softer sockliner, reflective accents and a double-lace lock meant to help hold the tongue in place. Hoka offers it in men’s and women’s sizing, including wide and extra-wide options, the report said.
Hoka also launched the Clifton Pro, priced at $164.99 at Dick’s Sporting Goods and $165 at Fleet Feet and Hoka, according to the roundup. The brand describes it as a more performance-focused take on the Clifton for runners looking to increase pace or distance, while keeping it in the neutral daily-trainer lane.
NBC Selected reported that the Clifton Pro uses more advanced foam, a rocker-style outsole, extra durable rubber in high-wear zones, reflective details and a gusseted tongue. Reporter Zoe Malin, who said she runs more than 30 miles weekly, tested a pair sent by the brand for roughly a week on 6- to 8-mile runs and said the shoe changed her view of running in Hokas.
Saucony’s Paramount Max, priced at $200 at Saucony and $199.95 at Backcountry, is described by NBC Selected as the brand’s most cushioned shoe to date. The report says it has thick foam, a high-rebound footbed, a wider base, high sidewalls, a segmented midsole, breathable mesh and an anatomically shaped heel.
Malin also tested the Paramount Max for about a month after Saucony sent her a pair, according to NBC Selected. She found the shoe well suited for recovery runs because of its shock absorption and said it did not feel as heavy as many heavily cushioned sneakers.
Brooks’ Hyperion Max 4 also appears in the July roundup, priced at $199.99 at Dick’s Sporting Goods and $200 at Brooks Running and REI. NBC Selected says the race-training shoe has two kinds of foam, a nylon plate, a rocker-shaped outsole, a breathable upper and an attached tongue.
Sony brings back the RX10
In tech, NBC Selected highlighted Sony’s RX10 V digital camera, listed at $2,298 at B&H Photo and Adorama and $2,299.99 at Best Buy. The report says the model follows the RX10 IV, which launched nine years earlier.
Like the earlier version, the RX10 V pairs a smaller image sensor with a built-in larger lens, according to NBC Selected. The new camera has 25x zoom, covering 24 to 600 millimeters, and Sony’s latest AI tracking autofocus, which the report says can follow people, animals, birds, insects and vehicles.
Olaplex adds a glossy hair mist
In beauty, Olaplex’s o7 Shine Serum Oil Mist landed at $38 at Sephora, Kohl’s and Olaplex, according to NBC Selected. The product combines a hydrating serum with a lightweight oil, which users shake together before applying.
Olaplex says the mist can be used on dry, freshly styled hair or between wash days, according to the roundup. The brand says it adds shine, smooths frizz, reduces breakage and protects against heat up to 450 degrees Fahrenheit.
This story draws on original reporting from NBC News.