Athletic shoe brand Hoka has opened its first store in France, choosing the host city of the 2024 Olympic Games, Paris, as the location.

This takes the number of Hoka’s European stores to two; it opened in London’s Covent Garden in October.

In Paris, it has chosen the Boulevard des Capucines as the location of its store.

Hoka’s general manager for Europe, Guido Geilenkirchen, said opening in France was a natural step for the brand. He said running enthusiasts in France had always been strong supporters of the brand.

He said the 2024 Olympics made Paris this year’s capital of sport, but added that Hoka’s intention was to build a long-term relationship with the running community there.

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