Paris Fashion Week is notoriously known for not slowing down. Between runway shows, appointments, and packed schedules, the city moves at full speed for an entire week. This season, however, HOKA has offered a reminder that movement doesn’t always have to mean full speed ahead.
Returning to the French capital, the performance footwear brand unveiled “Find Your Own Pace,” a five-day immersive showroom built around the idea of taking a step back. Set inside a nature-inspired space in the Marais, the activation invited editors, creators, consumers and industry insiders to experience HOKA's latest collection in an environment that championed recovery, wellbeing and community alongside product.
Visitors entered through a Japanese-inspired Zen garden before discovering a series of interactive spaces, including a breathwork installation that responded to guests in real time, a curated listening corner, a reading library centred around running and Japanese culture, a Kun café and a programme of workshops and community runs. Instead of asking people to rush through another Fashion Week presentation, HOKA created somewhere people could stay for a while.
The activation also highlights how HOKA has been growing its portfolio outside of performance running. The brand was once known almost exclusively for technical footwear, but has since become one of the most recognisable names within the lifestyle space, thanks to collaborations with the likes of Moncler, Marni, JLAL and BEAMS, alongside a catalogue of performance silhouettes that have naturally found a place within contemporary fashion.
To understand how HOKA has balanced technical innovation with cultural relevance, we sat down with Chris Hui, Director of Design for HOKA Lifestyle Footwear, Travis Wiseman, Director of Product for HOKA Lifestyle Footwear, and Thomas Cykana, Senior Director of Collaborations Merchandising and Brand Partnerships. Together, they discuss the thinking behind HOKA's design philosophy, why performance remains the brand's foundation, and how "Find Your Own Pace” reflects its ambitions within fashion.
Chris Hui
Director of Design, HOKA Lifestyle Footwear
CULTED: Models such as the Speedgoat and Mafate have successfully transitioned from technical performance footwear to lifestyle staples. What makes these silhouettes work so naturally across both worlds?
Chris Hui: They crossed over because they were authentic performance products first. The trail running community embraced them early on, which gave them genuine credibility before they ever entered the lifestyle conversation. They also came from a period where HOKA's design language was more experimental, giving them a look that still feels distinctive today. When you combine that authenticity with a strong visual identity, those products naturally find an audience outside of running as well.
HOKA has also introduced more experimental designs, including the Bondi Mary Jane and Speed Loafer. What do these styles reveal about the brand's willingness to challenge expectations?
HOKA has always enjoyed challenging expectations, but we do it through what we call the HOKA paradox, creating something that's big but lightweight. The Bondi Mary Jane is a good example. Traditionally, a Mary Jane is a low-profile silhouette, but we've reinterpreted it using our maximal Bondi platform. The Speed Loafer follows a similar philosophy. Exploring those contradictions has helped us create products that feel different while still staying true to HOKA.
Product innovation remains central to HOKA's success. How do you balance technical performance with the growing demand for footwear that feels relevant within contemporary fashion?
Everything starts with the experience of the product. We think of ourselves as an experience company, so performance always drives the decisions we make. The aesthetic comes from that process. How the shoe performs and how it feels ultimately shapes how it looks. At the same time, we want to stay true to who we are while continuing to evolve and explore new ideas.
Travis Wiseman
Director of Product, HOKA Lifestyle Footwear
CULTED: HOKA has evolved from a performance running brand into a name that increasingly resonates within fashion and lifestyle circles. How have you approached that evolution while staying true to the brand's core identity?
Travis Wiseman: Performance and functionality are still the foundation of everything we do. That's never changed. The opportunity comes in how we express those ideas aesthetically and how we engage with lifestyle and culture. As long as we stay connected to our performance heritage, we can continue evolving without losing what makes HOKA unique.
HOKA's presence at Fashion Week continues to grow. What role do these cultural spaces play in your strategy?
Fashion Week gives us the opportunity to be part of a much broader cultural conversation.
It's also incredibly valuable from a product perspective. We get to meet partners, present upcoming collections and hear feedback from people outside the traditional footwear industry. Those conversations bring fresh perspectives that influence how we think about future products.
Looking ahead to Spring/Summer 2027 and beyond, what can you tell us about the future of HOKA Lifestyle?
We'll continue building around performance-driven lifestyle running because that's our core strength.
Alongside that, we're always looking for opportunities to be disruptive and innovative. We want to surprise people, whether that's through inline products or collaborations, while still delivering the consistency people expect from HOKA.
Running, wellness and community have become major cultural touchpoints. Why do you think those ideas resonate so strongly today?
The world feels increasingly chaotic, and people are searching for ways to find balance.
Running, movement and wellness have become important tools for both physical and mental health. That need to reconnect with yourself is something we're seeing across sport, fashion and culture.
Thomas Cykana
Senior Director, Collaborations Merchandising & Brand Partnerships
CULTED: Collaborations with Moncler, Marni, JLAL and BEAMS have helped expand HOKA's cultural reach. What do you look for in a partner?
Thomas Cykana: We look for partners who have a clear vision for what HOKA can become and who genuinely want to collaborate.
The best partnerships allow us to reach places we couldn't access on our own while also expanding our own creative thinking.
Was there a particular collaboration or launch that marked a turning point in how the fashion industry viewed HOKA?
I wouldn't point to one collaboration specifically. A defining early moment came back in 2016 when performance models like the Mafate and Stinson appeared in Kiko Kostadinov's Central Saint Martins graduate show. It was an organic introduction into the fashion world and, over the years since, we've continued proving that HOKA belongs at the intersection of performance and fashion.
The showroom is designed as a space for visitors to slow down, recharge and reconnect. Why was it important to create an experience centred around wellbeing instead of simply showcasing products?
That idea comes back to who we are as a brand. We've always believed the product is about how it makes people feel. Creating a showroom around wellbeing extends that thinking beyond the shoe itself. It gives people the opportunity to slow down, reset and experience HOKA in a more meaningful way. It's not just about displaying products. It's about creating an environment that reflects the same sense of comfort, performance and care that our footwear is designed to deliver.
