In collaboration with Nathan Plaisted, a team project was undertaken to envision the future branding scenario and strategy for Hoka, a premier running shoe brand. The initiative went beyond product and packaging materials to redesign the footwear ecosystem based on Circularity principles. This involved an in-depth analysis of the brand, market, consumers, and trends. A key contribution was devising a novel HQ and Pop-up concept to unveil the brand's new system and foster customer engagement.
Hoka's Circularity Experience at HQ
At Hoka headquarters in Goleta, California, visitors will experience Hoka's future vision and brand experience firsthands.
The new store design transforms the traditional shoe shopping experience. Instead of being overwhelmed by a multitude of shoes on display, customers will enter a spacious and open circle that feels like their own personal arena. Through the use of digital kiosks, customers can explore product functions and designs that are optimized for them in an inspired physical space.
To create a sustainable and circular experience that reflects Hoka’s values and commitment to the environment. The store will be made from recycled materials and designed to minimize energy usage and waste. The location next to the trail running area will allow customers to easily access the store without the need for transportation or shipping.
