Taking the next step in the evolution of the brand, Hoka is opening its first brick-and-mortar bi-coastal pop-ups in New York City (Flatiron District) and Los Angeles (Melrose) on September 1. Breaking new ground, new consumers and Hoka brand fans alike will experience the brand in-person since each location will double as a hub for all things Hoka. 

Hoka has engaged its base via direct-to-consumer as well as other wholesale channels for 11 years and the company explains that this is the official introduction of “the first 360-degree Hoka retail experience.”

The pop-ups boast secure 3D foot scanning devices by Volumental, providing insight into fit and comfort while intuitively suggesting individual styles. The experience is complete with smart lockers, enabling customers to start the day for a run or enjoy the store hands-free. Customers will also be able to purchase exclusive apparel, previously available only on hoka.com.

The pop-ups will incite a two-way conversation with customers, maximizing the opportunity to interact with the product, learn about it in a physical setting, and ultimately embrace its benefits before purchase.