Running brand HOKA celebrates the exhilarating feeling of runner’s high with novice and intermediate athletes in mind, in a new social-first content series created by Ogilvy UK.
The first video in the series sees the brand partner with DJ and amateur runner Chris Luno. Shot in techno hub Berlin, Luno speaks about the elation he gets from running and how it inspires his creative work, and appears to switch between shots of Luno running and DJ’ing across the city.
The episode is soundtracked with a song produced by Luno who has also curated a four-hour Spotify playlist of tracks at the optimal BPM for running.
It will be launched across Instagram, YouTube and Hoka’s website, and supplemented by CRM and paid media.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
The series marks a significant step forward for the brand, with the marketing strategy moving beyond just athletes to appeal to runners of all capabilities. It aims to bridge the gap between running and creativity and will carry over into another three episodes for the series set to launch in early 2025.
Each episode has been set in a European city and spotlights the culture of each location.
Ogilvy UK client partner Neil Denning said: “‘In Full Flight’ is an exciting new chapter for HOKA’s position as the challenger brand keeping competitors awake at night. They’ve proven to be dab hands at creating content that chimes with elite athletes, but they’re now connecting with runners of all abilities by capturing content in Europe’s cultural capitals – celebrating the other passions that evoke the familiar ‘full flight’ feeling that running gives.”
