Two of the hottest names in performance apparel and footwear are staking their first real estate claims in the San Antonio area, with Hoka setting up shop in San Marcos and Vuori building out a storefront at The Shops at La Cantera. The two brands are taking very different paths into the market — one via a corporate outlet store, the other through a high-end lifestyle center — but both point to how fast performance-lifestyle retail is expanding along the I-35 corridor.
Hoka, known for its cloudlike cushioned midsoles and lightweight design, plans to open its first San Antonio-area store at San Marcos Premium Outlets, according to the San Antonio Express-News. The new 3,266-square-foot location will be Hoka’s first corporate-owned store, and it’s slated to open on November 6, 2026, per the Express-News report. A filing with the Texas Department of Licensing and Regulation puts the renovation cost at an estimated $300,000, the outlet notes.
Until now, San Antonio-area shoppers looking for Hoka’s footwear have had to find it on the shelves of retailers like Dick’s Sporting Goods and Fleet Feet, per the same report. A dedicated corporate store would mark a shift toward direct-to-consumer control over how the brand is presented and sold in the region.
Hoka’s Sales Boom Fuels the Expansion
The San Marcos opening comes as Hoka’s parent company, Deckers Brands, rides a run of record financial performance. Hoka generated $2.59 billion in net sales during fiscal year 2026, ended March 31, 2026, a 15.9% year-over-year jump that helped push Deckers to record total net sales of $5.47 billion, according to World Footwear. Momentum has carried into the current fiscal year, too: for the quarter ended June 30, 2026, Hoka’s net sales grew 7.7% year-over-year to $703.5 million, helping Deckers top $1 billion in first-quarter revenue for the first time in company history, as reported by Retail Dive…