HOKA expands in Philippines with Cebu, Iloilo, Davao push

Insider Spotlight

• HOKA has opened its first provincial store at Ayala Center Cebu
• The brand plans to open new stores next at SM City Iloilo and Ayala Abreeza Mall in Davao City
• The expansion signals HOKA’s push beyond Metro Manila as running communities grow nationwide
  
  
  

Global performance footwear brand HOKA has opened its first store outside Metro Manila, marking a key step in its broader expansion strategy in the Philippines.

The new store at Ayala Center Cebu gives the brand a foothold in one of the country’s fastest-growing regional fitness markets, where races, run clubs, and wellness communities have helped strengthen demand for performance running gear.

Why it matters

The Cebu opening positions HOKA closer to consumers in major provincial cities as interest in running continues to rise beyond the capital.

For brands in the sportswear and lifestyle space, that shift points to new growth opportunities in regional markets with increasingly active and engaged consumers.

What’s happening

HOKA said the Cebu launch is part of a wider provincial rollout, with additional stores set to open soon at SM City Iloilo and Ayala Abreeza Mall in Davao City.

The company is also pairing retail expansion with community-led activities. Alongside the Cebu opening, HOKA held a special session of the HOKA Run Club to deepen engagement with runners of all levels in the area.

That approach reflects a strategy that goes beyond store openings by building brand visibility through local fitness communities and on-ground experiences.

What they’re saying

“HOKA’s continued growth in the Philippines reflects the strength of running communities across the country,” Anil Malhotra, MAP Active PH country head, said in a press statement on April 21, 2026. 

“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,” Malhotra added.

The backdrop

Before moving into provincial markets, HOKA had already built a network of stores in Metro Manila, including locations in One Ayala, GH Mall, SM Aura, Ayala Malls Manila Bay, and Trinoma.

The brand has also supported awareness in these markets through initiatives such as Midnight Run Asia, which brought HOKA’s signature race experience to local runners.

The bottom line

HOKA’s provincial expansion underscores how running has become a stronger commercial and cultural force across the Philippines, giving the brand room to grow beyond Metro Manila and deepen ties with emerging regional communities. —Vanessa Hidalgo | Ed: Corrie S. Narisma