Sport apparel and equipment brand Hoka, which belongs to US group Deckers Brands (owner among others of Teva, Koolaburra and Ugg), continues to strengthen its presence in Europe. In autumn 2023, Hoka opened its first European store in London, and has now inaugurated a first Parisian address in the French capital’s Opéra district.

Hoka’s first, 140-square-metre Parisian store is located in the lively Opéra district, at 35 Boulevard des Capucines, a stone’s throw from busy Boulevard Haussmann, in premises formerly occupied by footwear and ready-to-wear label Bally. Hoka, which was founded in the French Alps, has fitted out the store’s interiors with decorative elements and interactive screens to create an atmosphere steeped in nature and outdoor sports.

“Opening a store in France is a natural stage for the brand and a way to pay tribute to our Alpine roots, as Hoka was born in the French Alps. This opening also reflects our commitment to creating a long-term relationship with Parisians and urban runners. Today, more than ever, Paris is the world’s sporting capital and we are happy to be part of this wonderful community,” said Guido Geilenkirchen, vice-president EMEA at Hoka.

The store will host a range of events and activities, including a running club that will kick off on May 21. For the occasion, Hoka will invite running aficionados of all levels to test its latest performance shoes, meet athletes and brand experts, enjoy live music sessions, and receive a welcome gift.

Hoka is commercialised in France through over 300 multibrand retailers. In Q3 2024, the Deckers Brands group reported a revenue of approximately $1.5 billion (€1.4 billion). Hoka was the fastest-growing among the group’s brands, with net sales increasing by 21.9% to over €400 million.