HOKA often steps into new realms regarding footwear creations and activations. Whether it’s creating fashion-forward silhouettes — such as the Speed Loafer — for those who love the great outdoors or opening new flagship stores in the world’s major cities, HOKA is always thinking outside of the box. Now, HOKA has unveiled its latest community-centric ideation: a new convenience store in East London titled the “Run Stop Corner Shop.”
The new space is a consumer-first shop in England’s capital, designed to stock all of the running essentials needed for the new year training period. Located on Bethnal Green Road, the store celebrates the community that comes alongside the sport of running, while it also acts as a “one-stop-shop” for any runner’s needs, stocking “HOKENs” for customers to purchase their essentials, from scratchcards to sneakers and snacks.
Additionally, the opening of the store coincides with the launch of HOKA’s new Bondi 9 silhouette. The iconic running shoe originally entered the market over a decade ago and has now been revitalized with updated plushness for runners who stomp down their local roads daily.
For those who visit the new “Run Stop Corner Shop,” HOKA has installed a hidden space through a blue, neon-lit walkway, where all of the traditional London corner shop aesthetics fade away. The customer experience changes dramatically here. Titled the “FlyLab,” the elevated space allows customers to experience the Bondi 9 in a new and innovative way, as HOKA plans to host regular brand activities, including regular group runs with some of London’s most prominent running communities.
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Commenting on the opening of the “Run Stop Corner Shop,” Cynthia van der Moolen, HOKA’s EMEA Marketing Director, said: “We are so excited to invite customers into the world of HOKA through the immersive experience of “Run Stop,” connecting with consumers and bringing together the ever growing running communities in London. Although “Run Stop” celebrates HOKA’s product innovation, the space is not just about performance footwear, it’s about the connections made between runners, the stories shared and the experiences that shape the way we move.”
Meanwhile, “Run Stop Corner Shop” has also been brought to life in HOKA’s all-new brand film. It features Scratcha, a British electronic musician, DJ and record producer, who is an avid runner and is currently working up to running a marathon.
Check out the new “Run Stop Corner Shop” from HOKA above. You can visit it now until February 23 at 123 Bethnal Green Road, E2 7DG.
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