HOKA x UTMB

ACTIVATING AN EXTRAORDINARY PARTNERSHIP: HOKA x UTMB

HOKA invited us to join them in the French Alps to activate their partnership with Ultra-Trail du Mont-Blanc (UTMB®) for the 2022 ultramarathon, creating an authentic point of connection for customers across the globe to experience its sporting brilliance.

CONTEXT

UTMB® is known as the toughest foot race in the world for a reason. It’s a herculean 106-mile challenge of mountainous terrain that stretches across three countries, and can take athletes up to 46.5 hours to complete. It’s not one for the faint hearted.

To honour the spectrum of incredible humans involved, we began documenting untold stories and perspectives, and never-before-seen footage that spoke to the transcendence of the event.

THE RESULT

Inspiring, transportive, and beautifully human, an interactive AR trail map flies you to the mountains to experience the magical moments of Mont Blanc with immersive location footage, exclusive athlete stories, and live 360 content. An authentic digital viewpoint to experience the race in real-time, wherever you are in the world - transforming into a legacy web destination after the event.

At HOKA's basecamp activation in Chamonix, we crafted an animated map experience that encourages on-site exploration, and our exclusive Instagram face filter created social buzz amongst fans and athletes alike.

Activating HOKA’s UTMB partnership across social, CRM, .com, retail and IRL, we crafted an ecosystem that celebrated the brand’s ascendency in the trail running community with global impact, putting HOKA firmly on the UTMB® map.

Scan to explore below!

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