Hoka Opens a Great British Corner Shop

hoka
Hoka Opens A Great British Corner Shop Hoka.

In Hoka’s 2024 ad campaign “Bird’s Eye”, runners were shown in the sportswear brand’s comfy, chunky shoes hotfooting it across mountains, forest trails and open roads, as seen from the POV of a bird of prey, soaring over the French Alps – where the company is based.

Now Hoka is bringing the running community into the most traditionally urban setting imaginable – the British corner shop.

two people outside a store with delivery items
Hoka.

A pop-up “immersive space”, known as the Run Stop Corner Shop, opens in east London this Friday 17 January, promoting “all the essentials you need for the new year training period”, as well as the brand’s latest iteration of its foam-stacked road-running shoe, the Bondi 9, which launched today.

The Run Stop Corner Shop contains a working ATM, which dispenses “hokens”, allowing customers to buy everything from snacks to scratch cards, as well as to compete for prizes including trainers and a spot on the Hackney Half Marathon, which takes place in May.

hoka
Hoka.

Hoka also promises a “hidden space” at the back of the new venture that opens onto a neon-lit walkway “where all of the London corner shop aesthetics fade away” revealing a space known as FlyLab, an “innovation zone” that will serve as a location for of future brand activities.


Bondi 9

£160.00 at

Top marks for whichever creative agency came up with this.

If there was ever an incentive for getting back into the exercise regime after Christmas/ a sub-zero January, then being lured to the corner shop for snacks (and scratch cards?) is an admirably realistic start.

The Hoka Run Stop Corner Shop opens on Friday, at 123 Bethnal Green Road, London, E2 7DG.

You Might Also Like