Hoka to expand presence in Causeway Bay and Mong Kok as running shoe brand targets fast-growing fitness and health market in Asia

Deckers Brands’ chief commercial officer, Stefano Caroti, made a significant visit to Hong Kong to meet with Hoka’s partners in Asia and inaugurate its FlyLab installation at K11 Musea on the Tsim Sha Tsui promenade. This new installation allows shoppers to try out shoes and experience the brand’s innovative sole-fitting technology that provides personalized shoe-fitting recommendations.

Hoka, known for its high-performance athletic footwear, currently has over 120 points of sale in Hong Kong, with a presence in both retail outlets and online sales channels. Caroti highlighted the brand’s expansion in Hong Kong and other Asian cities, capitalizing on the projected 10% growth in the sportswear market in the region between 2023 and 2027, surpassing the global growth rate of 7%.

Despite Hoka’s strong presence in North America and Europe, Caroti emphasized the brand’s commitment to the rapidly growing Asian market. He noted that Hoka’s shoes rank among the top three in Asia and are among the top five preferred choices for runners participating in key marathons and races in the region.

The brand’s investment in physical stores comes at a time when online sales are on the rise globally. However, industry experts like Bob Hoyler from Euromonitor believe that physical stores will remain essential for retail sales in the foreseeable future.

Caroti sees the strengthened presence of Hoka in Hong Kong as a way to engage with the community and build customer loyalty. The brand’s FlyLab pop-up event in Hong Kong will include running sessions and master classes to connect with the city’s active community, emphasizing Hong Kong’s special connection with the brand as one of its first markets in the Asia-Pacific region a decade ago.