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Hoka steps into East London’s running culture with Run Stop Corner Shop

Run Stop Corner Shop by Hoka, London, UK

UK – Performance footwear and apparel brand Hoka has opened Run Stop Corner Shop on Bethnal Green Road, a vibrant nod to London’s running and cultural communities.

Dubbed a convenience store for runners, the store stocks essentials such as Hoka’s ultra-cushioned footwear, snacks and branded items such as scratch cards. Visitors can exchange Hokens at an in-store ATM to make a purchase.

Hidden at the back of the store, via a blue-lit neon walkway, is Hoka’s FlyLab where customers can discover (and try out) the new iteration of the much-loved Bondi 9 trainers. FlyLab will also host a range of activities for the public, including collaborations with various fitness communities across London. The shop is open every weekend until 23 February 2025.

In The Rise of the C-Store, we analysed how and why brands are re-appraising the corner shop, viewing this once low-key retail channel as a valuable, authentic backdrop for launches, brand takeovers and promotions.

Strategic opportunity

Expand your retail strategy by creating temporary, experiential spaces like Hoka’s pop-up. Use these activations to forge connections with niche communities, integrating immersive storytelling and localised brand engagement to build loyalty and regional presence

Netflix could adapt to the age of distraction with second-screen scripts

Global – Streaming giant Netflix is at the centre of a debate over whether its content is being tailored to accommodate second-screen viewers – audiences who watch while scrolling on their phones.

According to The Guardian, Netflix may be tailoring some of its content to accommodate this behaviour by simplifying narratives and making dialogue more explicit, ensuring that viewers who are only partially attentive can still follow along. This approach has raised concerns about the potential decline in storytelling quality. But several writers who have worked with Netflix on shows such as Giri/Haji and Black Doves refute the notion that the platform mandates such simplification and told the newspaper that Netflix offers a diverse range of content catering for both casual and fully engaged viewers.

This debate highlights a larger cultural shift in how people consume content, shaped by the rise of second-screen habits and reduced attention spans. As casual viewing becomes increasingly dominant, the question remains: can streaming platforms balance artistic integrity with the demands of a distracted, multi-tasking audience with a limited attention span?

Explore our Pop Culture & Media section and watch out for our upcoming report, Streaming Futures, in which we analyse the future of television in the age of distraction and how streaming services are competing for audiences’ valuable attention.

Photography by Klaus Nielsen

Strategic opportunity

In order to capture distracted audiences, consider embracing simplified storylines with strong visuals, micro-content formats or interactive storytelling such as live polls or gamified elements

Stat: Nearly half of Britons aged 25–34 are open to owning a robot pet

Laika AI Robot by Jihee Kim, South Korea

UK – More than a quarter of Britons (26%) would consider adding a robot pet to their home, according to a new RSPCA poll, with Britons aged 25–34 the most open to the idea, at 42%. The findings come as the charity launches Animal Futures: The Big Conversation, the largest consultation on animal welfare ever undertaken in the UK.

The RSPCA is inviting 10,000 participants to discuss the future role of animals in society, including the impact of technology, farming practices and environmental challenges. ‘Animals’ futures are in our hands,’ said Gemma Hope, assistant director of policy, advocacy and evidence, in a press release. ‘[...] Many of us think the bond we have with animals is irreplaceable but these polling results show some younger generations potentially seeing tech replace many of the roles animals currently play in their lives. What would that mean for animals and how we see their welfare?’

The charity also plans to host the UK’s first Citizens’ Assembly focused on animal welfare and launch an Animal Futures podcast. The consultation will run until 17 March 2025. For more insights on what’s new and next for our furry friends, head to our Six Pet Market Trends to Watch in 2025.

Strategic opportunity

As seen in our AI Companionship Market, consumers are increasingly open to forming connections with machines. Robot pets don’t need to be limited to traditional forms like dogs or cats – the possibilities are endless. Consider how to innovate by designing personalised companions with entire ranges of accessories, upgrades and even digital vet maintenance services