LONDON — Hoka is on the run after the success of its pop-up store in east London.
The Deckers Brands label is now one of the official partners for the Hackney Half, an annual half-marathon held in the London borough of Hackney.
Hoka will be staging a variety of activities on Sunday for the half-marathon.
A Run Stop On-The-Go pop-up cart will be placed on the way to the start line, providing runners with last-minute essentials, including pins, plasters, chafing gel, energy gels and sweet treats.
There’s also an interactive Instagram moment for runners dubbed the FlyZone, where runners can jump to high-five the camera.
Joining in on the fun, Lime, the electric scooters and bikes company, will be giving out 750 free codes for free 15-minute rides on their scooters or bikes. Codes will be distributed at the Run Stop pop-up and on the Instagram account @real_housewives_of_clapton.
During the day, Hoka will be taking over the pub The London Fields, where they will be setting up The Bird Tavern, a space for racers and supporters to hang out for an after party.
Athene, the London run club, will be playing DJ sets from a rotation of musicians from their community, while Bad Cat Club will open a tattoo station for the day.
Hoka has been doubling down on its efforts in London.
“Community engagement is a huge focus for us as a brand, not only in London but across all our key cities globally. Hoka sponsors two major running events, the London Winter 10k and Hackney Half, which are two moments for us to centralize our community activity and provide an elevated experience for run communities,” said Cynthia van der Moolen, marketing director of Europe, Middle East and Africa for Hoka in January.