Global performance footwear brand HOKA is accelerating its Philippine expansion, opening its first store outside Metro Manila at Ayala Center Cebu as it taps into the country’s fast growing running culture.
The Cebu debut marks a strategic push into key regional markets. The brand confirmed additional store openings at SM City Iloilo and Ayala Abreeza Mall, extending its footprint deeper into the Visayas and Mindanao and positioning itself closer to emerging running communities.
“HOKA’s continued growth in the Philippines reflects the strength of running communities across the country,” said Anil Malhotra, country head of MAP Active Philippines. “Expanding into Cebu, Iloilo, and Davao allows us to connect more closely with our customers where they are, while deepening our presence in places where running thrives.”
Prior to its provincial rollout, HOKA built a strong base in Metro Manila, with locations at One Ayala, GH Mall, SM Aura, Ayala Malls Manila Bay, and Trinoma.
The expansion comes as running gains traction nationwide, fueled by increased interest in fitness, community events, and lifestyle sports.
Industry players have noted rising participation in organized races and informal run clubs, particularly in urban centers outside the capital.
To reinforce its community-driven strategy, HOKA staged a special session of its Run Club in Cebu alongside the store launch, aiming to build engagement among runners of all levels. The brand has also activated local markets through initiatives such as Midnight Run Asia, bringing experiential race events to Filipino runners.
With more stores in the pipeline, HOKA is betting that regional demand will sustain its growth trajectory in the Philippine performance footwear market.
