Hoka has unveiled a multi-channel campaign to mark its first year as a title sponsor of the Hackney Half Marathon.
Devised by creative agency Jellyfish, the campaign consisted of out-of-home activations, partnerships with Citymapper and Lime and guerilla wildposting.
The marketing drive also featured two commissioned murals along the race course. One mural was installed at 455 Hackney Road and the other could be seen at 100 Mare Street.
According to the brand, the mural at Mare Street was completed in three stages. The artist used a cradle to complete stage one and utilised abseiling to complete the second and third stages. It featured the tagline ‘Let’s Fly’.
Names of running clubs, athletes and brand ambassadors were added to the installation in rotation on race day.
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As part of its partnership with Lime, 250 bikes were branded with Hoka creatives between April 20 and May 17. The collaboration also saw 50 of the 250 bikes being branded with QR Code stickers that linked to a sign up page to enter the draw to win a place for next year’s race.
The Citymapper collaboration featured display ads and location ads for Hoka’s community hub and Covent Garden store.
EMEA marketing director Cynthia van der Moolen at HOKA said: “This was a brilliant, wide-ranging, multichannel campaign that firmly embedded HOKA into the culture of the Hackney Half.”
“By aligning with familiar neighbourhood cues, runner rituals and the rhythm of race weekend, the campaign creates emotionally resonant touchpoints that feel native to the area rather than imposed upon it.”
Client Partner at Jellyfish Anna Moore said :“Our focus was on making the campaign feel part of the community during race weekend.”
“By combining creative street-level executions with partnerships that offered real utility to runners, we were able to connect with people in a way that felt both authentic and immediate.”
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