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, Chicago, and London.
Though the Mafate X silhouette is designed for serious runners, the activation aims to introduce prospective runners to HOKA.
“Our mission is to inspire people to experience the joy of movement and the power of community,” Tsavdarides said. “We are committed to finding new ways to bring that mission to life by creating activations that give people a taste of what it feels like to be out on the trail or the road, moving with purpose and feeling part of something greater.”
“Far Out” is an expansion of HOKA’s experiential strategy.
It’s a “cousin” to the brand’s ongoing FlyLab activation series, said Tsavdarides, which kicked off in 2024 with pop-ups at the Olympic Marathon Trials, Ultra Trail Mont Blanc, and Canyons Endurance Runs. FlyLab will also appear at the Western States Endurance Runs in June.
The Mafate X Far Out Experience will be on display May 28 and May 29 at Flatiron North Plaza.