HOKA Takes Over East London with New “Run Stop Corner Shop”
Revolutionizing the Running Scene with Community-Centric Ideation
By: Hip Journalist
January 2021
London, England
HOKA, the innovative footwear brand, is always pushing boundaries with their creations and activations. From fashion-forward designs like the Speed Loafer to opening flagship stores in major cities, HOKA is constantly thinking outside the box. And now, they have unveiled their latest community-centric ideation: the “Run Stop Corner Shop” in East London.
The “Run Stop Corner Shop” is a consumer-first store located on Bethnal Green Road, designed specifically for runners. It stocks all the essentials needed for training in the new year, making it a one-stop-shop for any runner’s needs. Customers can find everything from scratchcards to sneakers and snacks, all conveniently located in one place.
The store’s opening also coincides with the launch of HOKA’s new Bondi 9 silhouette. This iconic running shoe, first introduced over a decade ago, has been updated with even more plushness for daily runners. And for those who visit the “Run Stop Corner Shop,” there is a hidden space called the “FlyLab” that offers a unique and elevated experience. Here, customers can try out the Bondi 9 in a new and innovative way, as HOKA plans to host regular brand activities and group runs with London’s top running communities.
Cynthia van der Moolen, HOKA’s EMEA Marketing Director, shared her excitement about the new store, saying, “We are so excited to invite customers into the world of HOKA through the immersive experience of ‘Run Stop.’ This space allows us to connect with consumers and bring together the ever-growing running communities in London. It’s not just about performance footwear, it’s about the connections made between runners, the stories shared, and the experiences that shape the way we move.”
The “Run Stop Corner Shop” has also been brought to life in HOKA’s new brand film, featuring Scratcha, a British electronic musician, DJ, and record producer who is also an avid runner. The film showcases the store’s unique atmosphere and the community it fosters. The “Run Stop Corner Shop” is open now until February 23 at 123 Bethnal Green Road, E2 7DG. Don’t miss out on this one-of-a-kind experience from HOKA.
