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On-fire running brand Hoka opens its first U.S. flagship

Hoka NYC store
The Hoka flagship is located at 579 Fifth Ave. (Photo: Elias Parise)

Hoka has made its flagship debut in the heart of midtown Manhattan.

The fast-growing sneaker brand has opened a 9,000-sq-ft. store on Fifth Avenue off 47th Street. It’s Hoka’s second outpost in New York City, and eighth U.S. location. 

Designed to reflect the brand’s origin in the French Alps (complete with a rock wall), the new outpost offers an immersive experience that includes digital foot-measuring services and interactive product demo. In addition to Hoka’s full lineup of high-performance footwear for running, hiking and more, the flagship carries apparel, a small part of its business but one that the company sees significant growth potential.

Hoka, which is owned by Deckers, parent company of UGG, Teva and other footwear brands, is one of the fastest-growing brands in the ultra-competitive athletic footwear market. In its fourth quarter (ended March 31), Hoka’s sales increased 34% percent to $533 million. For the full year, sales rose 28% to $1.807 billion.

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HOKA NYC store
(Photo: Elias Parise)

More than just a retail space, the NYC flagship is also designed to serve as a hub for local athletes to foster lasting relationships through dedicated progamming and events. The lower level features a gathering space where athletes can meet, share experiences and inspire one another, the company said.

“The grand opening of our U.S. flagship store is a milestone for Hoka, and underscores our brand’s commitment to create meaningful consumer experiences and helping people find more joy through movement,” said Robin Green, president, Hoka. “This flagship encapsulates our dedication to innovation, fostering a vibrant community and empowering athletes across the globe.

In May, and in time for this summer’s Olympic Games, Hoka opened its first store in France, a 1,500-sq. shop in the trendy Opéra neighborhood of Paris.

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