On 27 Nov 2025 GMT+7, global running shoe brand HOKA embarked on a new chapter by launching its latest store at EmQuartier, central Bangkok, under the concept “Performance Meets Lifestyle,” reflecting the brand’s new stance to connect the world of “movement” with “everyday style.”
This launch is not merely a new branch opening but a significant step for HOKA to expand its image from a ‘Performance’ shoe brand to fully embrace the ‘Lifestyle’ world. It aims to build new awareness to reach younger generations and urban lifestyles more effectively. The EmQuartier store represents a key milestone for HOKA Thailand, building on its success in the Performance market to create a more comprehensive Lifestyle Experience through Southeast Asia’s first “Concept Store.” It is designed to meet the needs of active, modern consumers who value both function and fashion in footwear. This branch also serves as a Lifestyle Hub, presenting products, inspiration, and the culture of movement uniquely HOKA, underscoring the brand’s goal to connect with new consumers and engage the Urban Lifestyle community.
Khun Tai Chirathivat, Chief Executive Officer of Central Brand & Specialty Group at Central Retail Corporation Public Company Limited, stated, “HOKA aims to reach a more diverse audience through its lifestyle product lines and make the brand more accessible by expanding its key branches. EmQuartier is the starting point of this expansion, perfectly aligning with the modern urban lifestyle. The choice of Bangkok for the first Concept Store launch is because the city blends natural elements, vibrant urban energy, and fashion. It also has a strong running community and Run Clubs, which are crucial foundations for regional growth. This is part of HOKA’s business strategy and brand growth in Thailand. I sincerely hope the new-concept HOKA store will be a strong start, showcasing the brand’s potential to grow continuously alongside our business partners.”
Inside the HOKA EmQuartier store, the design reflects the identity of the new generation who believe in the power of “limitless movement.” The “Performance Meets Lifestyle” concept is embodied through natural materials and flowing lines that evoke a vibrant, lively feeling. The store features the Mafate Family collection, symbolizing the Trail-to-Street concept that perfectly combines trail running shoe technology with urban lifestyle design.
This branch serves as the flagship for launching and showcasing new Performance Lifestyle products and Collaboration editions before other stores in Thailand and the region. By the end of this year, HOKA plans to open two more branches at Siam Center and Central Ladprao to broaden consumer access across different key locations in Bangkok, working closely with shopping center partners in major urban areas.
The city’s sounds, people’s rhythms, and the power of movement inspired the launch of HOKA EmQuartier, introduced through the concept video “Bangkok Beats” premiered at the event. A panel discussion titled “Performance Meets Lifestyle” featured representatives from Run Clubs, sneaker culture, and brand creators collaborating with HOKA, sharing perspectives on connecting Performance and Lifestyle. Special activities included exclusive workshops and commemorative souvenirs from a collaboration between HOKA and Wood and Mountain, held only during the Grand Opening from 27–30 Nov 2025 GMT+7 for HOKA customers.
Khun Pornsak Chinwongwatana, Chief Executive Officer of REV Edition Company Limited, the importer and distributor of HOKA, said, “HOKA EmQuartier is more than a sports store; it symbolizes the brand’s evolution beyond Performance shoes into a Lifestyle DNA that genuinely connects running with urban life and activities. HOKA remains firmly rooted in its Performance origins, uniquely addressing user insights through design that reflects the spirit of ‘Fly Human Fly.’ For HOKA, movement is not just running but a lifestyle that celebrates the power of the people around us who have helped us grow beyond what we once imagined.”
