Movement is energy, emotion and attitude. It stands for balance, mental strength and the good feeling of actively doing something for yourself. This understanding connects SPORT 2000 International and HOKA. Both pursue a clear vision: to inspire people to experience movement as a natural part of their everyday lives. In dialogue with HOKA, the blog post shows how this understanding is currently changing and what expectations this places on brands and retailers.
For HOKA, getting people moving means giving everyone, regardless of their performance level, access to exercise. Innovative products, inclusive communities and a clear understanding of the positive effects of exercise form the basis for this. Movement influences how people feel, how they perform and how they live. This holistic approach also shapes the collaboration with SPORT 2000.
Motivation in transition: from performance to quality of life
The motivation for exercise has changed significantly in recent years. Performance alone is rarely the focus. “It’s more about feeling good, both physically and mentally, finding balance and connecting with others,” says HOKA. At the same time, sustainability is becoming increasingly important. Athletes expect brands to demonstrate attitude, responsibility and a clear understanding of values. SPORT 2000 and HOKA are responding to these expectations and providing guidance in an increasingly complex market environment.
A brand experience for different performance requirements
HOKA appeals to ambitious runners as well as beginners. The key lies in a clear and consistently lived brand essence. “Our brand essence is based on performance, innovation and inclusivity. Whether on the podium or on their first run, everyone wants to move comfortably, safely and confidently.” HOKA develops products that meet a wide range of needs while still offering a consistent brand experience: “The experience remains the same for everyone: exceptional cushioning, a dynamic running feel and performance that builds confidence.” This clarity can be experienced in stores : “With this understanding, we remain true to our DNA while welcoming everyone to our HOKA community.”
Proximity, guidance and inspiration as strengths of specialist retailers
Brick-and-mortar retail plays a central role, particularly in the running segment. This is where brands come to life and technology becomes understandable. “Brick-and-mortar retail is hugely important to us. Professional fitting, personal advice and genuine interaction make all the difference,” HOKA is convinced. This proximity to consumers remains a key success factor that cannot be replaced by digital channels. SPORT 2000 retailers translate innovations into tangible added value and bring their strength as the Home of Experts to bear in their advice. It is precisely this proximity that makes the collaboration between SPORT 2000 and HOKA so effective. “Our partnership with SPORT 2000 thrives on mutual expertise, local presence and close relationships with customers. Together, we not only create visibility for products, but also provide guidance and inspiration.”
Movement that connects and stays
Whether international trail events or major city marathons, events are powerful platforms for HOKA to exchange ideas, inspire and connect with the community. “For us, events are more than just race days. They enable authentic encounters and showcase our expertise where running is lived and breathed.” Athlete stories, community runs, product tests and local activations create emotional experiences that have an impact far beyond the event itself. They turn participants into long-term members of a community that sees movement as a positive part of their lives. HOKA’s vision is clear and forward-looking: “We want to break down barriers and get even more people moving, whether they’re running their first kilometre, discovering new trails or striving for personal bests. Movement looks different for every person. Our goal is to support these individual journeys.” Together with SPORT 2000, this vision is being translated into concrete experiences. The result is a modern movement that combines performance, advice and community and keeps people moving in the long term.
Picture Credits: HOKA
