HOKA Appears to Have Entered a New Phase of Growth in the Chinese Market
Following the opening of its brand experience center, HOKA outlined three key directions for HOKA’s next chapter in China: First, a steadfast commitment to innovation, continuously refining and evolving product lines; Second, the ongoing cultivation of a vibrant community through cross-industry collaboration and deeper integration into diverse cultural circles; Third, a focus on public welfare—building more running tracks to empower underprivileged children with the opportunity to run, shaping HOKA into a brand with warmth and purpose.
From product innovation to retail transformation, from community-building to cultural resonance, HOKA is carving an increasingly expansive path forward.
Notably, this is not only HOKA’s very first brand experience center globally, but also the largest HOKA flagship store in the world to date. Spanning 1,600 square meters across three floors, the space narrates the brand’s past, present, and future in a tiered, immersive fashion—showcasing HOKA’s range and vision as a high-performance global sportswear brand.
1. Multi-functional Spatial Design to Meet the Evolving Needs of Runners
Marking another key milestone in HOKA’s journey in China, the new experience center is deeply infused with the brand’s mountain DNA. The basement level symbolizes HOKA’s roots, spotlighting the brand’s founding mission: “Born from runners, loyal to runners, returning to runners.” This floor unfolds like a museum, guiding visitors through displays including the “Five Trail Icons,” the UTMB Wall, the MAFATE Evolution Wall, the HOKA HEART feature, the Speed Lab, and a dedicated community space.
The ground and second floors focus on retail, using immersive environments to reflect HOKA’s “hardcore romance” - from urban streets to mountain trails. On the first floor, a blue-and-white urban running scene is split by a digital ceiling, separating the core performance zone (featuring star products such as the CLIFTON 10, BONDI 9, and RINCON 4) from a curated display of China-exclusive editions and looks from newly appointed brand ambassador Wang Shun.
Upstairs, the second floor evokes the natural world with earthy tones, weathered stone textures, and layered rock elements that frame the outdoor hiking and water-trail collections -including three new colorways of the Mafate Speed 2. Enhancing the shopping experience, HOKA has also introduced a custom-built “Winged Conveyor” for product delivery and a personalized customization zone.
2. Empowering Runners Through Immersive Experience, Community, and Service
In the age of experiential economy, a physical store is no longer just a retail venue - it’s a brand’s gateway. Browsing becomes the most direct way to engage with the brand story. While a comprehensive product lineup is vital, HOKA’s true differentiator, compared to other sports brands, lies in its long-term investment in service and experience tailored to runners.
In the basement museum, cutting-edge motion imaging brings the Alps’ seasonal changes to life, aligning with the “Mountain Wall” that maps HOKA’s origins and development. Further in, visitors can explore the evolution of the iconic MAFATE trail shoe and its three core technologies. This thorough deconstruction of the brand’s trail-running legacy leaves a lasting impression on visitors.
3. Not Just a Store - A Sanctuary for the Running Community
By interweaving products, services, and immersive experiences into a seamless network, HOKA has created more than a store - it has built a "harbor" for running enthusiasts to gather, connect, and grow together.
Still, in an uncertain macroeconomic climate and a market increasingly marked by fierce competition, HOKA’s decision to open its first-ever global experience center - following its first direct-operated store on Wujiang Road in 2021 - in the high-rent Xintiandi district of Shanghai is undeniably a bold and courageous move.
It is evident that HOKA has entered a new phase of growth in the Chinese market.
Following the opening of its brand experience center, HOKA outlined three key strategies for the next chapter: a commitment to continuous innovation and product iteration; ongoing efforts to cultivate communities through cross-industry collaboration and deeper cultural integration; and a focus on social responsibility by building more running tracks to support underprivileged children - shaping HOKA into a brand with warmth and purpose.
From product innovation to retail transformation, from community-building to cultural resonance, HOKA is steadily broadening its path forward.
