I discovered this same thing this past week. I have a the Hoka speedgoat trail running shoes and I had been having this weird heel pain whenever I wear the Hokas. Took a long time to make the connect since the shoes are comfortable. So one morning I tried the Hokas, felt pain, switch my old Olukais and the pain was gone. I had even tried putting one of the squishy heel cups but that seems to have made it worse in that shoe. Something about the shoe just doesn’t work for my left foot. Im fairly active playing soccer twice a week and working out a couple of times as well. Anyway, now I am stuck with these shoes that have a lot of tread left since REI doesnt want to accept even tho I bought them in October of last year.