China’s retail scene is at the forefront of global trends. In May 2025, Shanghai welcomed a new flagship-level commercial landmark: international high-performance footwear and apparel brand HOKA ONE ONE opened its first-ever Brand Experience Center worldwide on Madang Road in the Xintiandi district. This marks the second “world’s first” for the brand in the Chinese Mainland in just four years.
HOKA entered the Chinese Mainland market eight years ago, and its rapid rise and explosive growth have been widely recognized. On the occasion of the grand opening of the new experience center, Orris Wu, General Manager of HOKA ONE ONE China Division, told Luxe.CO: “Every day, the HOKA China team challenges itself to think: ‘What do we have that others don’t? What do we do better than others?’ We are committed to constant innovation.”
As the “captain” of the China market, Ms. Wu (pictured below) leads a passionate and purpose-driven local team. Last year, HOKA China was awarded the “Global Outstanding Team” by parent company DECKERS BRANDS. In a face-to-face interview, she shared with Luxe.CO the full story behind the development of this latest global flagship and how HOKA has rapidly taken root in the Chinese market, transforming it into a fertile ground for innovation within the brand’s global strategy.
Above: The B1 level of HOKA’s Global Experience Center draws inspiration from natural landscapes to create an immersive space showcasing the brand’s evolution.
Major Investment in “Hoka FlyLab”
Offering Runners Comprehensive Professional Testing at HOKA
“Making running less intimidating” is the core philosophy behind the new experience center.
When discussing the reach of running as a sport in China, Wu noted that there is still a considerable gap compared to Europe and North America. The key growth opportunity lies in deeply understanding runners’ needs.
Wu shared with Luxe.CO the story behind this “world’s first”:
“The HOKA China team did thorough groundwork in the preparation stage of the store—from location scouting to design and close communication with headquarters.” On the opening day of HOKA’s first-ever global Brand Experience Center, many runners headed straight to the “Hoka FlyLab” on the B1 level, gathering around various testing stations to engage in discussions and ask questions.
Above: The “Hoka FLylab” located on B1 of the HOKA Global Experience Center
This is the first publicly accessible full-spectrum physical testing space in China, integrating six sets of world-class equipment and offering seven types of professional assessments. It allows everyday runners to access diagnostic tools previously reserved for elite athletes. These multi-dimensional testing services provide insights into body composition, foot and ankle function, running patterns, muscular and neural strength, and cardiopulmonary fitness, helping runners receive personalized exercise recommendations.
Whether in terms of fixed assets or intangible brand value, the highly maintained “FlyLab” exemplifies the defining differentiator of HOKA’s global flagship—”what others don’t have, we do.”
Behind this major investment, Wu shared the belief that drives the HOKA China team:
“Every day, we ask ourselves, ‘What do we have that others don’t? What do we do better than others?‘ Innovation is hard, but we remain committed to it. Since its inception, HOKA has had innovation in its DNA. We prepare thoroughly, embrace market changes, operate efficiently, and never fall behind.”
Above: Through the “HOKA FlyLab” mini program, runners can book physical assessments at three levels: Basic, Advanced, and Peak.
Making the China Market a Fertile Ground for HOKA’s Innovation
When asked about choosing Shanghai once again as the launchpad for a global debut, Orris Wu firmly stated that the Brand Experience Center is built to embrace runners around the world. Shanghai not only has a strong magnetic pull within the Chinese market, but also provides valuable consumer insights for users across Asia and beyond.
Above: “Soul of Colors” is a signature feature of HOKA products. The brand’s two founders envisioned a moment when runners would open their shoe cabinets and be met with HOKA’s vibrant colors and styles, offering a wide range of outfit possibilities.
The innovation happening in China would not be possible without the full autonomy granted by HOKA’s global headquarters.
In many other countries, HOKA is primarily sold through department stores, with relatively steady product selections and inventory flow. By contrast, the ever-changing Chinese market demands highly customized approaches. Beyond trail and road running categories, the brand is expanding into lifestyle collections, recovery gear, and apparel, broadening its product offering and market presence in all directions.
Looking ahead to future store openings, HOKA will conduct in-depth analysis of runner demographics and growth rates in each city to guide its location strategy.
Wu believes that entering any new market requires unified standards across product supply, store image, and staff training, benchmarked against the experience center model. She emphasized, “If we’re going to open a store, we must do it right. We don’t open stores just for the sake of it. A formal store launch means thorough preparation, and that is our way of showing respect to runners.”
Now is a period of steady growth for outdoor sports, and Wu offered this assessment: “For a brand, gaining consumer recognition is the result of a mutual journey. The newly opened Brand Experience Center—our first of its kind globally—marks the beginning of a powerful new phase. At the same time, we welcome more people to help grow the pie together.”
From UTMB and the Fly Run Carnival to In-Store Community Events
HOKA Champions Long-Term Commitment to Runners
UTMB, short for The Ultra-Trail du Mont-Blanc, is a world-renowned ultramarathon trail race. Each August, in the lead-up to the World Series Finals, trail running athletes and enthusiasts from across the globe gather in the town of Chamonix in the Alps. In 2025, more than 25,000 people registered for UTMB events, a 30% increase from the previous year.
HOKA became the first global partner and official footwear and apparel partner of the UTMB World Series in 2022. Since then, UTMB has become one of the most widely recognized and talked-about platforms for the HOKA brand.
Above: In July 2024, HOKA hosted the inaugural “Fly Run Carnival” in Anji, Zhejiang, bringing together thousands of runners for their first-ever trail experience.
“HOKA wants more people to fall in love with running and to understand it,” Wu said. “Every team member is moved to tears seeing runners of different nationalities sprint toward the finish line.”
This long-term commitment has allowed HOKA to form a positive feedback loop in its support of runners. The emotional resonance that transcends borders drives the brand’s efficient international collaboration and is fully embraced and embodied by every HOKA team member in their day-to-day work.
Wu shared: “Some of our retail partners have said, HOKA staff are incredibly professional. They organize running club activities every week without fail—not many brands are so consistent in their dedication.”
Above: This mud-covered shoe displayed on B1 of the HOKA Brand Experience Center belonged to elite HOKA team member Jim Walmsley.
Over the past year, HOKA organized more than 300 vibrant community events in cities across the Chinese Mainland. This is the result of a top-down alignment and investment in the brand’s vision.
Above: Highlights of elite HOKA athletes crossing the finish line at top-tier events such as UTMB are showcased on B1 of the HOKA Brand Experience Center.
Above: Overview of HOKA community events
Image above, from left to right: Orris Wu, General Manager of HOKA China Division; Olivier Lorans, Senior Vice President of Asia Pacific at DECKERS BRANDS; Stefano Caroti, Global President and CEO of DECKERS BRANDS; Marco Ellerker, President of Global Market Expansion at DECKERS BRANDS; Nicolas Mermoud, Co-founder of the HOKA brand; and Zhong Chuyi, Executive Chairman of CSI Properties Limited.
“Running Is a Rooted Connection”
How Does HOKA Approach Scenarios and Design?
Over the past four quarters, HOKA has recorded year-over-year growth exceeding 22%, with annual sales surpassing the USD 2 billion mark. This momentum has led parent company DECKERS BRANDS to raise its fiscal forecasts. In February this year, Global President and CEO Stefano Caroti commented, “HOKA has delivered impressive results that align with our strategic vision.”
Built on its trail running DNA, HOKA remains steadfast in its philosophy of “starting with runners, staying loyal to runners, and returning to runners,” offering products that extend into a wider range of wear scenarios. Orris Wu shared:
“In trail running, HOKA has consistently ranked at the forefront of the market, which reflects strong consumer recognition. In the road running category, whether it’s the Shanghai Marathon or the Chengdu Marathon, HOKA’s on-course shoe presence has seen a significant increase as of last year!”
So, how does the brand strike a balance between staying true to its roots and meeting the broader needs of its consumers? Wu believes that “brand focus” is paramount: “There is immense uncertainty in the Chinese market. New brands enter almost every day, so maintaining strategic discipline is crucial.” She emphasized:
First, HOKA will firmly defend its core brand values. Runners don’t spend every hour of the day running, and we are confident that our products not only perform but also suit everyday wear.
Second, HOKA is committed to building a running culture. From there, it identifies links to other lifestyle scenarios and invests with consistency, not jumping into new areas based on fleeting trends.
Above: The outdoor aesthetics zone on the second floor of HOKA’s Global Brand Experience Center
Currently, HOKA’s product ecosystem covers trail running, road running, and outdoor lifestyles. Many enthusiasts of other sports also rely on running to train their endurance, making running shoes an essential gear—this is where HOKA finds its “rooted connection.”
“Only when the top is solidly built can the halo effect truly spread,” Wu told Luxe.CO.
Above: At the 2024 UTMB Finals, Vincent Bouillard, Senior Product Development Manager at HOKA’s Global Innovation Center, finished with a time of 19:54:23—the third-best performance in the event’s history
This August, the world’s top trail runners will once again gather in the Alps.
This time, we’re likely to see more runners from China and more participants from HOKA’s internal team. Stefano Caroti, Global President and CEO of DECKERS BRANDS, told Luxe.CO that he has already completed the 15km ETC category in the UTMB World Series and ambitiously plans to take on the 40km MCC category this year.
Closing Remarks
Today, China’s sports and outdoor market continues to heat up. On one side, new brands are constantly entering; on the other, existing players are escalating their competition. A brand’s depth of understanding, level of investment, and speed of iteration within the China market have become critical to winning share.
Amidst this fierce competition, HOKA is shifting into high gear, working to truly position the Chinese market as a strategic stronghold for global retail innovation.
| Image Credit: Provided by the brand; photography by Luxe.CO
| Editor: Elisa
