Hoka x Zalando — Victor Maza

Hoka x Zalando [Clifton 11]

[Brief]

Launch the HOKA Clifton 11 through an impactful activation in collaboration with Zalando, positioning running culture for a new generation of urban runners.

[Idea]

The Eleventh Hour reimagined a run as the beginning of a night out. At 10:30pm, a warehouse became a night-run arena, with 50 invited runners moving through up to 11 laps around a central DJ booth, guided by a shifting, multi-genre set. At 11pm, the timer hit zero and the space erupted into a full-blown party, the running community and the local club scene merging as one. 11th Clifton. 11 laps. 11th Hour.

[Output]

Staged at Komplex Berlin we built a dedicated running track inside the warehouse, transforming the space into both a race course and a club. The activation brought together close to 1,000 attendees between runners and partygoers, launching alongside Zalando with strong visibility across the night. Running met Berlin's nightlife, and the Clifton 11 found its place at the centre of it.