Hoka Opens Run Pop-Up in East London
Hoka continues to sprint in the London market.
The Deckers Brands label has opened a pop-up store in east London stocked with all the running essentials.
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The Run Stop Corner Shop on Bethnal Green Road is a one-stop shop with its own ATM that produces own-brand currency, otherwise known as Hokens, to let customers shop.
“During this popular period where runners are kickstarting their new year training journeys, we at Hoka, wanted to put runners’ needs first,” said Cynthia van der Moolen, marketing director of EMEA for Hoka.
The brand has set up the FlyLab at the back of the store to showcase Hoka’s innovation and its new launch, the Bondi 9, which was released two days ago.
Hoka will be hosting regular runs and collaboration out of the FlyLab.
To celebrate the Run Stop Corner Shop, the brand has created a short film starring Scratcha, a British electronic musician, DJ and producer who is currently training to run a marathon.
“Community engagement is a huge focus for us as a brand, not only in London but across all our key cities globally. Hoka sponsors two major running events, the London Winter 10k and Hackney Half, which are two moments for us to centralize our community activity and provide an elevated experience for run communities,” said van der Moolen.
“At the last Hackney Half in 2024, we invited Run Communities from around the globe to experience the race and enjoy local Hackney culture. We had run clubs from New York, Frankfurt, Senigallia, Manchester and of course, London,” she added.
Hoka hosts a weekly run club at its Covent Garden store and invites runners of all abilities to participate.
Even though there are no plans to extend the Run Stop Corner Shop, van der Moolen said she looks forward to “receiving feedback on the pop-up from runners and would love to explore how the concept can evolve in other cities throughout the U.K.”
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