Hoka One One Taps Snapchat AR Lens for Virtual Pop-Up Store

The running shoe maker and performance gear retailer enables people to shop during Covid-19

Snapchat’s world lens functionality brings Snapchatters to a digital pop-up store Hoka One One/Snap Inc.

Running shoe maker and performance wear retailer Hoka One One teamed up with Snapchat on an augmented reality lens, which includes a feature that lets Snapchatters virtually try on its shoes.

Snapchat’s world lens functionality brings Snapchatters to a digital pop-up store that unfolds in AR, where they can browse shoes and other gear from Hoka One One and see how it would look on them.

The lens is available via Lens Carousel for select Snapchatters.

Snap Inc. creative strategy manager Tom Bates said in a statement, “When deciding what new clothes to buy, 52% of Snapchatters say that feeling or seeing the product helps them decide. The health and safety of our community is paramount to us at Snap. With traditional retail in flux, we are proud to partner with Hoka on the launch of this new AR shopping campaign. Through this creative partnership, Hoka is blurring the lines of the online and in-store experiences. This is the future of ecommerce, and it couldn’t arrive at a better time.”

Hoka One One director of U.S. marketing Ian Hill added, “At Hoka, we always put the consumer first. And at a time when our primary interaction with them is virtual, that means reimagining their experience with the brand and how we bring it to them. As we continue to think about what ‘the new normal’ means for us and for our consumers, we have partnered with Snap to help us push the boundaries of the Hoka experience, utilizing AR to further engage with consumers digitally. With the help of our digital partners at Jellyfish, we are thrilled to unveil a fully immersive shopping experience that allows our community greater virtual access to Hoka, including the ability to try on key styles, through the application.”

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.