French-born global running brand Hoka has launched a physical activation at Sydney’s Bondi Beach to mark the release of the Bondi 9 shoe.
Hoka has turned North Bondi Surf Life Saving Club into a “Cushion House”, including a constructed façade out the front of the building made up of blue-coloured cushions, alongside a cushioned walkway into the club.
The activation will run from today until January 26, which will include daily community events and coastal runs, snacks provided by Health Lab, morning coffee by Lox Stock and Barrel, a customisation station, and a daily four-hour DJ set.
The Bondi 9 shoe is the ninth iteration by Hoka, with the name and style inspired by Australia’s most well-known beach.
Speaking with Ragtrader, Hoka co-founder Nico Mermoud said the original Bondi shoe released in 2011 was around 10 per cent smaller than its core range at the time. It has since become the number one selling shoe for the brand globally.
He said the full process to make a new shoe iteration takes about 18 months to two years. “So you launch the version, and then you see what you want to improve in terms of geometry,” Mermoud said.
“There are two trends right now in our footwear: one is we're upgrading the foams, which are more resilient and lighter, and we are also boosting the geometries to get closer to 40 millimeters.
“I don't think this happened yet with the Bondi 8, so we went in these two directions with the Bondi 9. We also went with the style and the design, which illustrates and portrays maximum cushioning - because it's one of the two most cushioned shoes in our line.”
Mermoud said while it is a long process from idea to shelf, it’s important to be as near perfect as possible in the planning phase, which takes up most of the development.
“Don't forget, once you order the samples, you're pretty much done. You cannot change anything. It’s a 12-15 month development process and an eight month sales process.”
Local run clubs, Hoka athletes and Bondi locals like ex-professional sprinter Katie Williams will lead daily community coastal runs during the activation, alongside breathwork sessions from wellness coach Rory Warnock.
Hoka is managed by Deckers Brands in the United States, a group listed on the New York Stock Exchange, which also manages Ugg and Teva.
In the second quarter ending September 30, 2024, Hoka recorded a 34.7 per cent lift in sales to US$570.9 million.