Not In New York—HOKA Runs Deep with ROOTED
Running in New York City is more than exercise, it's a way to build community. It’s only natural given the city’s reputation for density, concrete, and automobile congestion—you’ve got to make sure you’re in a vigilant pack of runners who all have your back. Not to mention, it’s a given that the more runners you know in the city, the more secret running routes get shared with you. For those who have yet to hit the pavement and break a proper sweat, any cardio-lover in your life will tell you that running with a buddy is one of life’s simple yet great pleasures.
HOKA knows a thing or two about how to get the most out of running around town. From first timers to seasoned athletes, HOKA's high-performance and mega-comfy gear have made them a beloved first choice running shoe. Not to mention, HOKA's been bringing runners together around the world. They joined Highsnobiety for our Not In series for both Paris and Milan, and we're back on the track with them for our Not In New York edition.
Enter ROOTED—a creative collective connecting the city’s South Asian community and culture through thoughtfully curated experiences and integrated campaigns. Founded by Creative Director Reva Bhatt, ROOTED focuses its mission on authentic storytelling through creativity, culture, and community. The collective champions inclusive and diverse narratives that create dialogue across and between BIPOC communities through a South Asian lens.The collective collaborates with brands to produce culturally relevant experiences and campaigns, aiming to change the way our communities are seen in mainstream media.
We caught up with ROOTED during our “Not In New York” series, powered by HOKA, where they guided us on a scenic run along the Hudson River. HOKA, known for supporting runners of all levels, shares ROOTED’s commitment to fostering community, making this collaboration a perfect match for taking on the city streets.
How and when did ROOTED come together?
ROOTED came together in the summer of 2021 when our Founder Reva Bhatt saw a gap in spaces for the South Asian creative community to connect and grow together. We started with an intimate brunch series for creatives across London, Los Angeles and New York which evolved into thoughtfully curated experiences and integrated campaigns around food, film and music. This year, we expanded to wellness to encourage our community to make movement a bigger part of their everyday routine.
Who makes up the ROOTED community, and how do you all come together?
Although our community began as a space for South Asian creatives, we’ve grown into a global community of BIPOC family and friends. We firmly believe that the only way to uplift one community is through uplifting collective communities, which happens when there is constant conversation across diverse backgrounds. Through the years, we’ve hosted live conversations with industry leaders, curated food and wellness experiences as well as a music festival bringing together global sounds. The connective tissue is always creativity, community and culture.
How does ROOTED foster inclusivity and representation within New York’s wellness community?
We launched our wellness initiative, ROOTED in Wellness, this year to build more inclusive and accessible spaces to practice movement and holistic wellness that were for us, by us. In the beginning of the year, we curated a morning of yoga, meditation and Ayurveda to reclaim rich Eastern wellness rituals and over the summer, we also hosted field days at Brooklyn Bridge Park featuring classic games like dodgeball and tug of war.
What brings you joy during your wellness initiatives?
We love to see people at every stage of their fitness and wellness journey connect over movement. The most fulfilling part is when people are able to walk away with new friends, a newfound appreciation for movement, and a few tan lines.
Can you share any insider tips for newcomers to the city?
Our run club lead Amelia Mehta’s tip for running in New York is to “find the water!” She says, “Running along the rivers with the cityscapes as a backdrop often feels like a surreal New York experience. The running culture here is so special—you don't even need to join a run club to feel the shared energy and unspoken camaraderie among NYC runners there. Just find the water, listen to your favorite music, run early in the morning before the city wakes up. Our personal favorite is the west side highway. Sooner or later, you'll find yourself seriously thinking, ‘New York truly is the greatest city in the world.’”
In what ways does ROOTED hope to inspire the next generation of wellness in New York and beyond?
Our community faces significant barriers to health equity, often exacerbated by a lack of detailed, disaggregated data, which is crucial for tailoring public health initiatives that are effective and culturally appropriate. We hope that our wellness initiative brings more representation and inclusivity into mainstream consciousness, and eventually leads to real health equity in the long run. But in the short term, ROOTED hopes to inspire the next generation to reclaim and carve spaces for holistic wellness practices that are led by and for our communities.
Check out the route ROOTED showed us for yourself, get some gear from HOKA here.
