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.
San Marcos Premium Outlets, owned and operated by Simon Property Group, spans 735,000 square feet and pairs with the adjacent Tanger Outlets to form a 1.2 million-square-foot outlet hub with more than 220 stores along Interstate 35, according to Simon Property Group and Visit San Marcos figures. The property has increasingly courted premier footwear and designer names for their first Texas outlet locations, including Brunello Cucinelli and Birkenstock earlier in 2026, Hoodline previously reported. Hoka's arrival fits that same pattern of high-demand brands choosing San Marcos over other regional options.
Vuori's La Cantera Buildout Carries a Bigger Price Tag
Across the highway and up the price scale, Vuori — known for comfortable athletic apparel and its Dreamknit moisture-wicking fabric used in lounge and jogger lines — plans to open its first store in the San Antonio area at The Shops at La Cantera. The Express-News reports the renovation is estimated at $1.1 million, covering 4,795 square feet of space in suite 1190, next to Apple, in a spot previously occupied by womenswear retailer Chico's. Details of the project surfaced through a filing with the Texas Department of Licensing and Regulation, according to the same report.
Other outlets have offered a slightly different renovation estimate for the same project. WhatNow San Antonio pegs the buildout cost at roughly $1.3 million, with construction expected to begin this fall and a targeted opening window between February and March 2027. The Express-News separately reports Vuori's renovation completion for February 2027. Either way, shoppers are looking at an early 2027 debut rather than anything imminent.
A Mall Built for Brands Like Vuori
The Shops at La Cantera, owned and managed by Brookfield Properties, is a 1.3 million-square-foot open-air lifestyle center on 150 acres in Northwest San Antonio, anchored by Neiman Marcus, Nordstrom, Dillard's, and Macy's. Foot traffic at the property has surpassed pre-2019 levels as ownership has clustered performance-lifestyle and luxury retailers there, including Alo Yoga, Nike Live, Rothy's, Creed, and Dolce & Gabbana, Hoodline has previously reported. Vuori's arrival slots neatly into that curated retail mix.
The San Antonio-area push is part of a larger national buildout for Vuori. As of August 2026, the brand operates 11 physical stores across Texas, including locations in Austin, Dallas-Fort Worth, and Houston, making San Antonio the next major Texas metro on its list. Vuori first entered the Texas market in April 2022 with a storefront at Domain NORTHSIDE in Austin. The company has been expanding aggressively since securing an $825 million growth investment led by General Atlantic and Stripes in November 2024, a deal that pushed its private valuation to $5.5 billion, according to Retail Dive. After reaching roughly 75 corporate-owned stores globally by late 2024, Vuori has set a goal of surpassing 100 locations worldwide by the end of 2026.
For now, both openings remain on the calendar rather than the ground: Hoka's San Marcos store has a firm November 6 target, while Vuori's La Cantera location is still working through construction timelines that could shift, as is typical between a state permit filing and an actual grand opening. Shoppers in the San Antonio area will simply have to wait to see which brand cuts the ribbon first.
