Recently, Luxe.Co interviewed HOKA brand's parent company — Deckers Brands Vice President & General Manager China: Orris Wu. She helped lead HOKA's growth in China from zero to one, and stated that HOKA in the Chinese market has moved from broad layout to deep rooting.
"HOKA is further extending this connection. Last year, we established broad touchpoints in Shanghai, Beijing, Chengdu, and Shenzhen; the next step is to take root. To take root, first, you must actively cultivate the soil. Second, you need a vehicle to deeply connect with runners."
In April, in the Yangtze River Delta region, HOKA made frequent major moves: after 11 years of iteration, the SPEEDGOAT 7 trail running shoe made a重磅 debut; at the same time, as the premier partner of the UTMB World Series, it supported the successful inaugural Moganshan by UTMB event; it also launched the H-30ˣ elite training camp, set up FLY STATION, and carried out a series of mountain-community activities to accompany runners into the wild.
At the same time, the HOKA Hangzhou Hubin IN77 store reopened with a fresh look, upgrading runner services as an urban base; the adjacent "Antelope Sensation Space" pop-up reinterprets mountain DNA in an urban context, extending influence from the mountains to urban lifestyle.
Following last year's HOKA "Four Cities Soaring" with core store layouts in Shanghai, Beijing, Chengdu, and Shenzhen, this series of "rooting" actions in the East China market has enabled HOKA to build a complete ecosystem integrating top-tier events, daily training, and urban communities. The connection between the brand and runners goes beyond a single event or a single store; it is long-term, sustained co-growth. Wu Xiao summarized: "This is a process radiating from top-tier events downward, extending to communities, truly permeating the entire running world."
The interview was full of memorable quotes; she vividly and emotionally shared how trail running has changed her, and hopes to bring the power of the mountains to more people. In her mind, HOKA is "in business, but not only about business"; the brand is behind the scenes, and mountain culture transcends the brand, transcends products, and transcends stores.
1. HOKA's Philosophy of Symbiosis with Runners
In April, the inaugural Moganshan Trail Race by UTMB saw unprecedented runner enthusiasm, with registrations exceeding five times the event capacity. HOKA's rapid growth in the Chinese market echoes the rising popularity of trail running in China.
As the premier partner of the UTMB World Series, HOKA has long secured a top-of-mind position in trail running through long-term deep cooperation with a hall-of-fame event and steadfast support for runners. At Moganshan UTMB, the SPEEDGOAT 7 accompanied runners through rain, heat, and relentless climbs, helping them cope with ease, while HOKA elite athletes claimed championships and runner-up titles across categories.
Wu Xiao recalled her first-ever trail race, wearing the SPEEDGOAT series. "Every piece of mud you step on and your footprints on it give a full sense of security. Although there is no path ahead, you carve out a path."
This encapsulates the value of the SPEEDGOAT series in the hearts of countless runners. From elite athletes' "must-have combat boots" to the "initiation teacher" for the public and beginner runners, the SPEEDGOAT series has undergone 11 years of iteration since its launch in 2015; each evolution addresses runners' core need for safe footing on complex terrain. When we congratulated HOKA and runners on their "mutual achievement," Wu Xiao emphasized: "The relationship between HOKA and runners is not just mutual achievement; there is also a philosophy of symbiosis."
In her view, runners most need a shoe that can safely finish a race and help them achieve a PB. What the SPEEDGOAT series is most proud of is that each generation's update stems from runners' real feedback on the course. "The SPEEDGOAT series continues to evolve based on runner feedback. We listen, improve, and the product gives back to runners. This kind of symbiotic co-creation creates stronger stickiness. This philosophy of symbiosis will continue for HOKA from the past to the future."
SPEEDGOAT series evolution wall
2. The Mountains in the Forefront, the Brand Behind the Scenes
HOKA was born in the French Alps, and both founders were lifelong trail running enthusiasts. Wu Xiao explained that the vision when they founded the brand still influences HOKA today. "For HOKA, mountain culture equals staying true to the original aspiration." Wu Xiao emphasized that HOKA started from climbing up and down mountains on day one, developing its first shoe; HOKA's philosophy of runners serving runners has never changed from the beginning to now.
At Moganshan, HOKA's brand philosophy of "born from runners, loyal to runners" was made tangible. HOKA is not just a passerby during the UTMB event; it truly integrates into the mountains with reverence for nature.
The brand set up HOKA FLY STATION along the Moganshan trails, providing runners with energy supplies, emergency items, and gear support; the station is open year-round, safeguarding every runner even outside the season.
HOKA FLY STATION
Before the race, HOKA organized runners to participate in the "Respect the Mountain, Clean the Wild" trail restoration community activity, where everyone touched the pulse of the mountains while clearing branches and stones and repairing the path; in the "Free Drawing the Trail" trail beautification community activity, stone slabs painted by runners were laid into a path through the forest, integrating cultural imprints into the veins of the trail.
HOKA "Respect the Mountain, Clean the Wild" and "Free Drawing the Trail" community activities
Before the race, the H-30ˣ Trail Elite Training Camp had already gathered 30 elite amateur trail runners and a team of authoritative coaches, building a scientific training system integrating HOKA LAB professional physical testing, small-group customized courses, and real-scenario training races. Through precise assessment of individual needs and targeted strengthening of comprehensive trail abilities, it helps runners venture into the wild injury-free and achieve scientific PBs.
In spreading mountain culture, HOKA's role is participant, companion, and co-creator. From the systematic race preparation of the H-30ˣ Trail Elite Training Camp to trail co-building and year-round FLY STATION protection, the brand has anchored every service to runners' real pain points and needs. "The brand is not aloof; the brand is behind the scenes." Wu Xiao said, "Mountain culture transcends the brand, transcends products, and transcends stores." In her view, the brand's commercial demands do not conflict with the long-term protection of mountain culture. "HOKA's approach in this market is called 'in business, but not only about business.'" — It is the brand's confidence, and the fundamental reason why this brand born in the Alps always places the mountains and runners above itself.
H-30ˣ Trail Elite Training Camp
It is through refined community operations that HOKA elevates the connection between brand and runners from a simple "product use" level to a deep "emotional resonance." This cultural cohesion ultimately points to every runner's touch and identification.
This is an authentic resonance originating from the mountains, just as Wu Xiao recalled her first trail race: "When you're so tired you can't go on, and you're covered in mud, you realize it's just you talking to yourself. The surrounding mountains are very quiet, but that quiet is deafening; you feel inner strength, body and mind as one, united with the mountain." "I hope to share this feeling of interacting with the mountains with more people, so they too can stand at the starting line."
3. From Events to Stores: Closing the Loop, Rooting Where Runners Are
Last year, HOKA's "Four Cities Soaring" completed broad store deployment in four major economic highlands, including the HOKA Global First Brand Experience Center in Shanghai, the MAFATE HOUSE global first store in Beijing Sanlitun, the brand-customized concept store in Chengdu Taikoo Li, and the first brand concept store in South China in Shenzhen. Wu Xiao described them as four "anchors" rooted in China's four most important cities.
For HOKA, this is only the basic coverage of "laying points"; the next step is "taking root" — deep connection with runners in each region.
For example, after the HOKA Hangzhou Hubin IN77 store reopened, it added more service experiences for runners. After the Moganshan UTMB race, participants can visit this store to collect limited-edition merchandise; in the future, the store will continue to hold diverse activities such as community regular runs and sharing sessions, deeply connecting local runners and trendsetters.
Wu Xiao introduced that every HOKA store insists on holding weekly running club activities, year after year. These stores are not only retail spaces but also "urban living rooms for mountain culture," community activity bases, and long-term stations for runner services. Whether elite or beginner runners, they can experience HOKA products and brand culture up close here.
Events and stores do not exist in isolation. Products are validated in the mountains, communities coalesce through running, and stores become the everyday home — together they form a continuous, dynamic connection between the brand and runners.
As Wu Xiao described the vision: "From trail running, to participating in various small races, to travel, and finally to stores, we hope to attract more runners by connecting the journeys in life. This path is right beside you; as long as you are willing to take that step, every street corner in every city, every mountain foot, will become a starting line."
She emphasized long-termism and localization: "Everything must consider long-termism; the focus is always on building deeper, more lasting connections with runners and communities.Through stores with different images in various locations, we hope everyone can feel the brand's dedication to local culture."
HOKA is using the Yangtze River Delta — an area with a large runner base and strong consumer potential — as a pilot, and will bring successful experience to more regions in China. Looking nationwide, China's unique natural resources provide broader soil for trail running development; from the bamboo seas of Jiangnan and the Danxia landforms of northern Fujian to the hills of South China, more and more runners are stepping into the mountains.
Speaking of the development potential of trail running in China, Wu Xiao shared her conversation with Moganshan villagers: not only during peak season, but on ordinary weekends, many people come from the city to the mountains. "Such a micro-ecosystem is rare internationally."
The number of runners in the Chinese market is surging, especially in trail running; the trend of consumers being positive and active is being seen globally. In the future, the sports outdoor and trail running sector will "steadily and continuously grow," and HOKA will always be there.
4. From Mountains to Cities: Professionalism Is the Root, Lifestyle Grows Naturally
The 11-year continuous iteration of the SPEEDGOAT series is a microcosm of HOKA's deep cultivation in trail running and a testament to its co-growth with runners worldwide. From professional gear originally born to conquer rugged trails to a reliable partner for more people challenging themselves, in long-term companionship, HOKA's brand spirit has also extended to broader areas along users' life trajectories.
HOKA has gradually become a lifestyle symbol blending professional performance and life attitude. From Taylor Swift to Ralph Lauren, HOKA frequently appears in the outfits of fashion influencers, and is often seen inside and outside international fashion week shows: at the 2025 New York Fashion Week, HOKA Bondi Mary Jane made its debut at the Tanner Fletcher SS26 show; in 2026, the brand launched the "New Horizons" immersive experience space at Paris and New York Fashion Weeks, attracting global fashion runners and trendsetters.
The latest SPEEDGOAT 7 "Antelope Flash" black-and-white colorway, with its distinctive design, has also become a favorite among trend enthusiasts. From mountains to runways, HOKA is being seen in a broader context with the stance that "professionalism is the root, lifestyle grows naturally."
Facing this wave of "breaking the circle" driven spontaneously by consumers, Wu Xiao has a clear positioning:
"We haven't changed ourselves; we haven't changed our professional label. Consumers chose it and made it appear in different scenarios." She showed us the design changes of the SPEEDGOAT 7: the upgraded "antelope hoof" lug pattern on the outsole is actually for excellent traction. Wu Xiao described it: "Both hardcore and romantic."
SPEEDGOAT 7 achieves systematic innovation in four core dimensions: cushioning, traction, fit, and protection
From mountains to cities, the professional DNA of SPEEDGOAT 7 remains unchanged; only its usage scenarios have changed. As more young people wear this "first trail shoe of their lives" into daily life, HOKA does not deliberately chase trends but chooses not to reject them — because when professionalism reaches its peak, it naturally attracts a broader audience. This is a vivid footnote to HOKA's "born in the mountains, beyond the mountains."
SPEEDGOAT 7 Antelope Flash black-and-white colorway
Wu Xiao always emphasizes that "staying true to the original aspiration" is the primary principle, while she is also happy to see HOKA extend into different scenarios. "Professionalism has always been HOKA's root and soul; this positioning is always the core of everything we do. The more professional something is, the longer it lasts."
As time passes, people's lifestyles evolve; it is the social context. What the brand should do is not reject this diverse evolution but deliver professional products to consumers to adapt to their different scenarios and needs. Looking to the longer term, Wu Xiao sees innovation as the key for HOKA to move into the next decade. Innovation is reflected not only in products but also permeates every detail of marketing and user experience.
Take the FLY STATION piloted by HOKA at Moganshan this time: while providing supplies, it cleverly displays various trail gear on the side. When runners stop to buy water, they might notice how they could dress next time — because this is the moment to show their potential and bring out their best to encourage themselves. Creative touches like this may seem small but are extraordinary; they let runners feel the brand truly understands them in the details of care.
In communicating with runners, Wu Xiao has higher requirements for content originality: "Originality — these two words are very important. In future market content innovation, we will be more original. No copying, no borrowing; let the content truly be something others have never seen." This ability to continuously innovate will be the confidence for the brand to lead the industry and define the future.
Conclusion
In Wu Xiao's narrative, a people-oriented philosophy and the pursuit of authenticity run throughout. This not only shapes a vivid, warm brand image but will also become the core strength for HOKA to navigate cycles.
"As HOKA moves forward, people-oriented will always be our foundation; this brand is full of Humanity and Authenticity."
When looking at mountain culture and the outdoor market ten years from now, Wu Xiao did not paint an avant-garde picture but returned to the most simple original aspiration. "Many people think they will become very powerful in ten years, but I think mountain culture ten years from now will still be like today, because many people will want to protect this original appearance, and many will want to maintain and revere the mountains."
"What will be different is that more people will join trail running, and the same mountains will hold different stories."
Facing rapidly changing market dynamics, this warmth and resilience originating from "people" may be HOKA's most steadfast strength.
| Image source: Provided by HOKA, brand official Weibo account
| Editor: Elisa
