HOKA is bringing mountain trails to the heart of New York City.
On Wednesday, the running brand unveiled its new Mafate X Far Out Experience, an immersive simulation inviting runners to enjoy trail running in the big city. A shipping container-shaped space surrounds runners with a dynamic environment mimicking Joshua Tree National Park as they test out the brand’s latest Mafate X trail running shoe.
“Part of the insight was, how do we bring the trails to a city context in a way that’s relevant and feels right for the product launch?” Allie Tsavdarides, HOKA’s vp of marketing for North America, told ADWEEK.
HOKA collaborated with media agency Jellyfish and production agency DE-YAN on the experience, which is an effort to connect with consumers in distinct, memorable ways. While this particular activation will only be displayed in New York City, the brand is also investing in experiential marketing in other key cities including Los Angeles, …