Hoka Brings the Mountains to Manhattan to Lure Hardcore Runners

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 agencies Jellyfish and 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.

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Hoka was founded in 2009 in the French Alps. In 2013, it was acquired by Decker Brands, which also owns UGG and Teva.

The brand has been on the rise since. For the fiscal year ending March 31, Hoka’s net sales increased by 23.6% year-over-year to $2.2 billion.

Tsavdarides, who joined Hoka from UGG in May 2023, said her goal is to inspire people to not only get into Hoka, but running overall. She also wants to build a brand where people can “be curious, learn, and experience,” she said.

To measure the success of the “Far Out” experience, she plans to track consumer sentiment on the ground and on social media. These insights will then inform Hoka experiences in other markets.

“This is something that we want to understand: the idea of broader consumer experiences, trying some new, fun ideas, and being a bit more disruptive in some of our marketing investments,” Tsavdarides said.