HOKA reimagines sensation of running with Bondi pop-up in HK

Global running brand HOKA has unveiled a new pop-up store in Causeway Bay, Hong Kong to promote its latest road-running shoe from the iconic Bondi franchise - the Bondi 9.

HOKA’s origins are rooted in the concept of maximal cushioning, which inspired the creation of the original Bondi. Launched in 2011, the Bondi quickly became a favourite among runners, with its unique blend of cushioning and support setting a new standard in the running community. The iconic shoe not only marked a significant milestone in the brand's evolution, but also established HOKA as a leader in performance footwear.

The launch of Bondi 9 comes with a campaign “Everybody Bondi”, which is inspired by the shoe’s key feature of comfort, and the support athletes find from their running community. Through the collective lenses of product and community, “Everybody Bondi” showcases the Bondi 9’s commitment to maximum cushioned comfort and increased durability for consistent daily miles.

As part of the campaign, a pop-up store has been launched in Hong Kong, done in partnership with creative agency Branding Records, aiming to capture the essence of Bondi 9’s unrivalled maximum cushioning, immersing guests in a surreal experience that reimagines the sensation of walking on Bondi shoes.

Available from 17 January until 6 February, the brand has partnered with Hypebeans Café, offering HOKA-branded marshmallows and beverage vouchers to enhance the experience at the pop-up store. It also allows visitors to experience the Bondi 9’s plush comfort firsthand.

Guests are also invited to get in on the fun with the Bondi 9 Tram Parade Challenge. From 17 Jan to 6 Feb, participants are encouraged to upload a photo or video of the Bondi 9 tram parade on Instagram story. By following and tagging HOKA Hong Kong on Instagram, using the hashtag #BONDI9HK, and direct messaging the screenshot of the Instagram story to HOKA’s Hong Kong, they can get a chance to win a complimentary HOKA water bottle.

The campaign targets runners and athletes, lifestyle consumers and social media-savvy individuals.

“The Bondi was the first shoe that introduced the world to the concept of a maximally cushioned road running shoe,” said Bekah Broe, senior director of product for performance footwear at HOKA. “The new Bondi 9 is a leap forward in innovation, with its premium and plush cushioning, delivering on HOKA’s commitment to help running become more accessible to everybody - while solidifying Bondi as the brand’s most comfortable choice for daily miles.”

Broe added: “The new Bondi 9 is a leap forward in innovation, with its premium and plush cushioning, delivering on HOKA’s commitment to helping running become more accessible to everybody - while solidifying Bondi as the brand’s most comfortable choice for daily miles.”

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