Hoka has launched a New York marketing campaign that makes use of working exercise recorded on Strava as a part of its digital out-of-home promoting.
The month-long Hoka Run Your Metropolis Problem asks runners throughout New York’s 5 boroughs to log miles for his or her house borough via Strava. Manhattan, Brooklyn, Queens, the Bronx, and Staten Island compete based mostly on the whole mileage recorded all through September.
Information from the problem is being included into ticker-style artistic displayed on digital screens throughout New York. The screens present weekly updates together with miles logged, working tempo, and different statistics generated by taking part runners.
The marketing campaign announcement doesn’t disclose the technical course of used to switch Strava outcomes into the out of doors artistic or point out that updates happen in actual time. The digital out-of-home placements are working in Instances Sq., Tribeca, SoHo, and Williamsburg.
The Interactive Promoting Bureau lists dynamic content material and knowledge integration among the many core options of digital out-of-home promoting. The marketing campaign supplies don’t describe the Strava exercise as Hoka first-party knowledge; Strava hosts the problem and information members’ actions.
Strava exercise shapes the marketing campaign
The marketing campaign builds on an current world partnership between Hoka and Strava. The working platform hosts the problem and information exercise for the borough competitors, whereas the ensuing statistics seem in Hoka’s out of doors artistic.
Hoka already maintains a sizeable neighborhood on Strava. Its official Strava membership has greater than 247,000 members and has been used for product and membership-related challenges earlier than the New York marketing campaign.
Earlier campaigns embody a Speedgoat 7 problem that requested members to file 7,000 ft of elevation acquire over 30 days and a Mach 7 problem constructed round finishing 26.2 miles.
Hoka has additionally linked Strava participation with its personal membership programme. One 2026 Hoka Membership problem asks members to attach their Strava and Hoka accounts earlier than monitoring eligible actions towards attire reductions. The Run Your Metropolis marketing campaign supplies don’t describe an equal Hoka Membership integration.
Strava stated in July that its platform had greater than 200 million customers throughout greater than 185 nations. Its sponsored problem instruments enable manufacturers to organise exercise round measures corresponding to distance, length, elevation, and collective participation. Strava says sponsored challenges may also seem in customers’ feeds, the problem gallery, electronic mail, and different placements.
Hoka extends the marketing campaign throughout channels
Jellyfish developed the Hoka marketing campaign idea and is dealing with artistic and media planning. The company is a part of The Brandtech Group.
Paid social exercise on TikTok and Meta is working throughout September to advertise participation amongst working and health audiences in New York.
A creator programme managed by Collectively, one other Brandtech Group firm, entails six creators representing the 5 boroughs. They are going to doc their participation and encourage different runners to participate, with the ensuing content material additionally being utilized in paid social exercise.
Hoka will conclude the problem with an occasion at McCarren Parkhouse in Brooklyn on October 3. Content material from the occasion is scheduled to seem in a separate social media marketing campaign in October, extending the exercise to working and health audiences exterior New York. Hoka can also be working with trend and media writer Highsnobiety on a marketing campaign recap following the occasion.
Deckers Manufacturers, Hoka’s dad or mum firm, stated in its fiscal 2026 annual report that Hoka’s advertising and marketing priorities embody constructing a linked shopper ecosystem throughout social media, ecommerce, and retail.
Deckers additionally launched a US Hoka loyalty programme throughout fiscal 2026 and stated it expects to proceed investing in loyalty programmes for Hoka and UGG. In a January earnings name, Deckers stated Hoka members generated greater income per shopper, bought extra items per transaction, and made extra multi-category purchases than its common shopper, though the corporate didn’t present figures for these variations.
The Run Your Metropolis marketing campaign announcement doesn’t disclose participation targets or clarify how efficiency can be measured throughout Strava, digital out of doors, social, and creator exercise. It additionally doesn’t present impression targets, conversion targets, or a gross sales attribution methodology.
(Photograph by Roshan Chakkeeri)
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