HOKA Announces New Collaboration with thisisneverthat

Rhea-AI Summary

HOKA ONE ONE®, a division of Deckers Brands (NYSE: DECK), announces a collaboration with Seoul-based brand thisisneverthat® (TINT). The collection includes a special-edition Speedgoat 4 trail shoe ($160) and apparel designed for street and outdoor activities. The Speedgoat 4 features premium cushioning and a unique design suited for rugged terrains. Apparel includes a Wind-Resistant Pullover ($120), Performance Shorts ($80), and more. Pre-sale begins March 18, while general sales start March 19. This collaboration merges high performance with streetwear aesthetics.

Positive

• Collaboration with thisisneverthat expected to attract new customer demographics.
• New collection features advanced footwear and apparel designed for multiple uses.
• Potential for increased brand visibility and sales in the streetwear segment.

Negative

• None.

GOLETA, Calif., March 11, 2021 /PRNewswire/ -- HOKA ONE ONE®, a division of Deckers Brands (NYSE: DECK) announces a collaboration with Seoul-based fashion brand thisisneverthat® (TINT). The limited new collection, inspired by the intersection of streetwear and mountain-tech, will feature a special-edition colorway of the Speedgoat 4 trail shoe, as well as an apparel capsule designed for exploration, active use, and all-day wear.

The TINT x HOKA Speedgoat 4 (MSRP $160) features an all-new white colorway with blue accents for the trail-tested favorite. Designed with maximal cushion and a unique geometry for a smooth HOKA ride on any surface, the Speedgoat 4 features multi-directional lugs, a Vibram® MegaGrip outsole and carefully-crafted flex grooves designed to handle even rugged mountain terrain with aplomb. The TINT x HOKA Speedgoat 4 is designed to shine in every arena from street to summit.

Founded in 2010, TINT takes a graphic and text-heavy approach to traditional streetwear. These design elements are evident in the TINT x HOKA apparel collection, designed collaboratively between the two brands. The capsule includes a Wind-Resistant Hooded Pullover (MSRP $120), Performance 6" Short ($80), T-Shirt ($45), Bucket Hat ($69) and Performance Crew Sock ($15). Designed for performance, these items will shine equally for workouts, off-road exploration, or all-day comfort. Though similar in name and construction, the apparel items in this collection are designed and produced by TINT and distinct from the performance and lifestyle apparel manufactured by HOKA since early 2020.

"Before working with HOKA, thisisneverthat had never developed true performance products. The collaboration combines thisisneverthat's unique aesthetic vision with two of HOKA's defining features: its technical prowess and its signature blue color," said Jinwoo Park, Designer of Special Projects for thisisneverthat.

"The HOKA x thisisneverthat collab is the union of premium performance and premium streetwear, with the end result being greater than the sum of its parts," said Gretchen Weimer, Vice President of Product at HOKA. "This partnership between two bold and innovative brands provides a totally new perspective on how our shoes and apparel can empower people to move all day in comfort and style."

The collection will be available for pre-sale starting March 18 at Bodega, END, and thisisneverthat.com. It will be available for sale at hokaoneone.com and other select retailers starting March 19.

About HOKA ONE ONE®

HOKA ONE ONE® is one of the fastest-growing performance footwear and apparel brands in history. Conceived in the mountains, HOKA footwear delivers an unprecedented combination of enhanced cushioning and support for a uniquely smooth ride. Every day, HOKA pushes the innovation and design of its footwear and apparel by teaming up with a deep roster of world champions, taste makers and everyday athletes. From finish lines to everyday life, HOKA fans love the brand for its bold and unexpected approach, and its belief in the power of humanity to create change for a better world. HOKA empowers a world of athletes to fly over the Earth. For more information, visit hokaoneone.com or follow @hokaoneone. #TimeToFly

About thisisneverthat®

thisisneverthat® is a lifestyle brand based in Seoul, South Korea founded in 2010. The brand's aesthetics draw from '90s Korean subculture, which itself cannot be separated from American pop culture filtered through the lens of Japanese youth movements. Existing in this intrinsically dynamic, global space, thisisneverthat creates timeless products and stands at the forefront of defining South Korea's rapidly changing trends. 

The brand's name is a constant reminder of its mantra: Just when you think it's "it," it's most likely not "it." Embodying that boundless transience, thisisneverthat is quickly expanding to engage a global audience.

HOKA ONE ONE Media Contacts  

Miranda Young
Global Brand Communications – PR
miranda.young@deckers.com 

Azione PR
hoka@azionepr.com 

thisisneverthat Media Contacts

Jaeki Cho
jaeki@essenticnyc.com

View original content to download multimedia:http://www.prnewswire.com/news-releases/hoka-announces-new-collaboration-with-thisisneverthat-301245619.html

SOURCE HOKA ONE ONE

FAQ

What is the collaboration between HOKA ONE ONE and thisisneverthat?

HOKA ONE ONE is collaborating with thisisneverthat to create a limited-edition collection featuring the Speedgoat 4 trail shoe and streetwear apparel.

When will the HOKA x thisisneverthat collection be available?

The collection will be available for pre-sale on March 18 and for general sale starting March 19.

What are the prices of the HOKA x thisisneverthat products?

The Speedgoat 4 retails for $160, while apparel items range from $15 to $120.

What features make the HOKA Speedgoat 4 suitable for rugged terrain?

The Speedgoat 4 features multi-directional lugs, a Vibram® MegaGrip outsole, and enhanced cushioning designed for stability on various surfaces.

How does this collaboration impact Deckers Brands' (NYSE: DECK) market position?

This collaboration may enhance Deckers Brands' market position by merging high-performance footwear with streetwear trends, potentially attracting a broader customer base.