Hoka to open stores in Causeway Bay, Mong Kok as running shoe brand eyes rapid growth of fitness, health market in Asia

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Causeway Bay and Mong Kok are the first two locations for Hoka’s exclusive outlets in Hong Kong, while a third location is still under consideration

Hoka’s expansion is riding on the estimated 10 per cent growth in the sportswear market in Asia between 2023 and 2027, higher than the rest of the world

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Hoka’s Fly Lab at K11 Musea in Tsim Sha Tsui, Hong Kong. Photo: Edmond So

Cheryl ArcibalandMeredith Chen

Published: 8:30am, 13 May 2024

Hoka, the running-shoe brand founded in France and known for its thick soles, is opening two stores in Hong Kong this year as it ramps up its presence in Asia amid a fitness and health boom that is likely to outstrip global growth.

The shopping districts of Causeway Bay and Mong Kok are the first two locations for Hoka’s exclusive outlets in Hong Kong, while a third location is still under consideration, said Stefano Caroti, chief commercial officer of Deckers Brands, the US-based company which owns Hoka and other labels such as Ugg, Teva and Sanuk.

“We want consumers to experience the full breadth of our offerings and experience the brand and you can do it best in a [physical] retail environment,” said Caroti, who will become president and CEO of Deckers in August. “Post-pandemic, consumers [have gone] back to physical locations to try products.”

Caroti was in Hong Kong to meet with Hoka’s partners in Asia and to open its FlyLab installation at K11 Musea on the Tsim Sha Tsui promenade, where shoppers can try out shoes and experience its sole-fitting technology that gives shoe-fitting recommendations.

Hoka has more than 120 points of sale in Hong Kong, where it is available in retail outlets that carry other fitness and sporting brands. The group also has online sales channels.

The expansion in Hong Kong and other Asian cities is riding on the estimated 10 per cent growth in the sportswear market in the region between 2023 and 2027, compared with 7 per cent global growth, Caroti said.