Ultra marathoners and elite runners have a lot of love for HOKA, so much so that the brand has hit the ground running in mainstream markets with casual runners, hikers, and those that take a more well-rounded approach to health and fitness. To keep growing and fostering a new casual active audience, HOKA is releasing new and different products that intersect lifestyle and performance, like their first ever commuter shoe, the Transport. This visually simple, performance meets city-savvy style creates an opportunity to position HOKA as more than just a running brand.
Our creative solution: A Walk in the Life. A social content series that showcases a day in the life of independent doers and multi-hyphenates from all around the globe, delving into their background stories, the pivots they've made in their multi-faceted careers and life, and how they stay centered with movement through it all.
To launch the Transport, we kicked off this series with DJ, music curator, podcast host, and new mom, Amrit Tietz, based in Los Angeles, CA; and chef, business owner, and deaf and queer advocate, Woldy Reyes, based in Brooklyn, New York. This multi-part series follows our talent as they traverse city streets, nature trails, and more, sharing a glimpse into their world, a curated map of their favorite places, and the importance of movement for their physical and mental health.
To bring this series to life, we leveraged a multitude of formats across channels with the goal of maximizing reach and engagement. On YouTube we shared the full length A Walk in the Life videos for each multi-hyphenate, and created bespoke video cutdowns for Instagram, TikTok, and YouTube Shorts, which contributed to increased engagement rates and growth in followers across platforms. We also shared carousels and static photography featuring the Transport in the our talent's favorite places and settings in their day in the life, linking the product for increased conversions. Utilizing Instagram Guides, we curated Transport city maps of our talent's favorite places, trails, and activities, to show how HOKA's versatile performance prowess intersects with lifestyle through all types of movement, for all types of people.
While we can’t share actual sales data, the initial sales volume has far exceeded projected numbers. The performance of this social campaign is a driving force in the unprecedented global growth of the HOKA brand, helping the brand surpass 1 billion dollars in revenue.