HOKA's "Urban Outdoor Walk Space" in Chengdu
The brand’s recent activation in Chengdu's Taikoo Li (Oct 16-25) showcased the new KAHA 3 GTX collection ...and provided a modern, stylized environment, positioning HOKA as a Urban x Outdoor brand.
The curved white, pop-up allowed people to:
Walk through the “柏·物馆” (Boran Pavilion) featuring sound and scent installations inspired by mountains and rivers
Try on HOKA’s latest KAHA 3 GTX and GORE-TEX collection through guided urban trail tests
Participate in “Trail Moments” photo zones and share via #HOKA城野穿行空间 to win merchandise
The campaign is supported by celebrity ambassador, 井柏然 (Jing Boran).
China’s Urban x Outdoor Movement:
The rush of competition in the outdoor, athleisure space continues in China, even as overall consumer momentum has been weak.
The growth of this category is about urban x outdoor more than it is purely about hiking gear. In this context, the urban x outdoor movement is eating into the share of interest that luxury and streetwear previously held.
The HOKA pop-up has nailed the styling and positioning for this activation by blending a modern, urban interpretation of outdoor with fashionable, engaging doses of nature.