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Victoria, BC, shoe store owner Phil Nicholls posted an Instagram video thanking his Father’s Day customers, while sharing his opinion on HOKA brand shoes.
He tossed a pair of HOKA shoes into the waste bin outside of his store, which he recently named 218 Run, formerly Island Runner.
Nicholls was wearing a tee shirt showing the middle finger, as well as the phrase “F*CK HOKA.”
Nicholls used extensive hashtagging of the Nike brand in his post.
“Some poor guy came in on Father’s Day. He brought his father in, who could hardly freekin’ walk. He looked like he was ready to put him in a nursing home,” shared Nicholls in the video, while he, too, hobbled around with a cane.
Nicholls started the video off by saying, “I am about to do one of my favourite jobs, today…” “…many thanks to all the people who came shopping on Father’s Day. I had to deal with a lot of this….”
He continued to imply that his “followers” know how he feels about the shoes.
The approximately 300 square metre store has been in business for several years as a one-person operation. The little-known boutique store was originally named “Island Runner,” then “Island Runner Footwear,” then Nicholls eventually changed it a third time to “218 Run.”
