Global footwear brand Hoka has launched a retail activation in Sydney called the Hoka FlyLab.
Located at Pitt Street Mall, the activation spans across five days from June 5 to June 9 and involves a planned schedule of events. This includes a line-up of running culture and community leaders who will present within the space, including three Hoka athletes - Bel Fong, Matt Smith and Craig Alexander.
“FlyLab offers a unique consumer experience that encapsulates the true heart of Hoka as a global innovator and a disrupter brand,” Hoka head of AU/NZ Matt Adams said.
“With an immersive brand activation, community events and masterclasses, we’ve designed an experience that will spark the ultimate joy.”
The space will also offer trial opportunities of the brand’s latest ranges, and will also include 3D foot scanning on-site.
Alongside the key presentations and trial opportunities, the FlyLab will host daily masterclasses and community events.
“Running is experiencing a huge moment in Australia,” Adam said. “With interest in running and run clubs surging, both seasoned marathon runners and new runners are reaping the myriad of health benefits and personal rewards of fitness and community.”
The latest rollout in Australia comes after Hoka signed a five-year partnership with Runaway Sydney Half Marathon, which was held in May this year. For the first time since inception in 1992, the Hoka Runaway Sydney Half Marathon this year was a sell-out with more than 19,500 runners participating, and with more than 75 per cent of runners competing for the first time.
The Hoka brand is managed by Australian footwear conglomerate Accent Group, which manages over 30 individual brands.