Running remains one of the most prominent trends among fitness and active lifestyle enthusiasts, gaining significant popularity due to its low cost, easy start, and adaptability to various locations. Running has diversified beyond performance-focused groups emphasizing statistics to include social groups, city runs, running clubs that foster social interaction, and rapidly growing trail running communities.
. The Guardianreports that the popularity of running did not just emerge recently. Hugh Brasher, event manager of the London Marathon, said the first running boom occurred in the 1970s and 1980s, primarily attracting male athletes. However, when Paula Radcliffe set the world marathon record in 2003, the running trend revived with more diverse participation, notably a significant increase in female runners.
Currently, the running boom resurged during the COVID-19 pandemic as people became more health-conscious, combined with social media trends on platforms like TikTok and Reels, turning running into a fashion statement. This has led to a younger and more gender-balanced running community, nearly evenly split between men and women.
This rising popularity has driven sports brands to develop products catering to a broader variety of runners. Running shoes have become essential equipment, selected to fit both the runner's body and lifestyle needs. Among brands gaining recognition in recent years is “HOKA” a French running shoe brand designed specifically for runners.
HOKA's beginnings trace back to 2009 when Nicolas Mermoud and Jean-Luc Diard two French trail runners, sought to create running shoes with superior shock absorption to ease running uphill and downhill without compromising performance.
At that time, running shoes emphasized a minimalist style, with major brands designing lightweight, simple shoes. Contrarily, HOKA launched with a maximalist approach, featuring thick foam soles to absorb impact while maintaining lightness suitable for running.
The full brand name is “HOKA One One” pronounced Hoka One One, derived from the Maori language meaning 'fly over the earth,' reflecting the founders' vision of running downhill feeling like flying. This inspired the brand's slogan, “Fly Human Fly.”
HOKA’s standout feature is its thick, soft, lightweight foam sole, measuring up to 29 mm—19 mm thicker than typical running shoes—with vibrant, eye-catching colors and patterns that immediately attract attention. This distinctive design sets HOKA apart significantly from other brands, quickly winning customer favor.
The brand later expanded its product line beyond just supporting runners physically, designing shoes for professional runners, beginners, marathoners, trail runners, and casual walking in daily life. In 2013, after being acquired by American footwear company Deckers, HOKA has become a leader in performance footwear while expanding into fashion and lifestyle sectors.
Phonsak Chinwongwatana, Chief Executive Officer of REV Edition, the official importer and distributor of HOKA, said the brand's rapid customer base growth is due to its maximalist character combined with softness and comfort, making it accessible. The brand continually innovates with diverse designs and colors, allowing customers to wear its shoes for serious running or everyday life.
Joel Lim, Head of Brand HOKA South East Asia, explained the brand's direction for 2026 will continue balancing its performance DNA with lifestyle market expansion, with a core focus on staying authentic.
“HOKA does not aim to be a fashion trend brand but remains true to its DNA of making the most comfortable running shoes. Combining this comfort with designs developed from genuine trail running shoes naturally transforms the product into a lifestyle item while maintaining maximum comfort for wearers.” Phonsak added,
HOKA’s official importer and distributor is REV Edition, which has partnered with Central Group’s CRC Sports to rapidly expand branches and grow the brand.
Five years ago, REV Edition opened the world’s first HOKA store in Thailand, and now it has expanded to hundreds of shop-in-shop points and nine stand-alone stores. The EmQuartier branch serves as a Concept Store blending performance and lifestyle, offering products suitable for athletes and daily life.
Additionally, the Siam Center branch is the largest Hybrid Flagship Store in Thailand, seamlessly presenting a wide range of HOKA products catering to both Thai and international customers. By the end of this year, HOKA will open its ninth branch at Central Ladprao.
Joel Lim stated that Thailand, especially Bangkok, serves as a strategic hub for the brand because Thai consumers rapidly adapt to new cultures and trends, making the country a Center of Influence in Southeast Asia. Moreover, intense competition in Thailand drives brands to present their best store concepts, raising market standards.
Beyond products, HOKA supports the running community by organizing various events. Recently, Thailand hosted the HOKA Chiang Mai Thailand by UTMB at the end of November, considered the Olympics of trail running, attracting nearly 10,000 participants worldwide. This event turned Chiang Mai into both a travel and trail running destination, generating substantial economic impact.
In 2026, the brand plans to continue expanding branches, revamping stores, and launching many activities to engage the running community.
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