HOKA [Speedgoat 7]
[Brief]
The brief was to create the core creative toolkit for the Speedgoat 7 EMEA rollout, develop launch content for Europe, and execute the UK activation. The aim was to translate HOKA’s “Run Wilder” trail narrative into a social-first campaign that moved urban runners closer to trail culture.
[Idea]
Anywhere/Nowhere became the central creative platform for the launch, built around the contrast between city routine and remote trail freedom. In the UK, this evolved into The Nowhere Store, a destination-led activation in the Peak District that reimagined retail as a trail running basecamp, rooted in the landscape that inspired the product.
[Output]
We developed a full EMEA creative toolkit, including concept, visual direction, assets and rollout guidelines, supported by launch content for HOKA and retail partners across Europe. In the UK, The Nowhere Store brought the campaign to life through a weekend-long trail experience featuring product testing, community runs, bespoke merch, fireside hospitality, and pro-level races with branded checkpoints, creating a launch that felt immersive, social and true to the spirit of the sport.
[HOKA x YEET]
Freelance Art & Creative Director
Art & Creative Proposal, Concept, Shooting and Post-production.
Yeet Team: Paul Mann, Ellie Jackson, Olivia Vozzolo, Mike Wolverson, Dhaval Yoshi, Neha Sivakumar, Mathilda Blowers, Murray Palmer.
Content Production: Sidetrack
Content Film: Fever Media
Photography: Jake Buggley, Saul Brown