Ground support.

HOKA

Digital, Social, Interactive, Product

Runners love HOKA shoes for their plush cushioning, lightweight feel and supportive, stable design. Turns out, so does the ground.

T H E G R O U N D C R E W

Ground support introduces a series of anthropomorphic characters representing the surfaces on which we run. These characters would be used in social spots and ads giving their 2 cents on running and HOKA shoes. They sort of morph up from the ground unexpectedly.

Pavey is old school New York all the way. He's fed up with the relentless pounding of runners feet (he calls them jog-wads) at all hours of the day and night. He's been around a long time and remembers when you only ran if you were late for the bus or being chased by stray dogs. But he's got to admit, "not for nothin" the HOKA feels pretty great on his asphalt. He even catches himself rooting for the HOKA team when the marathons come to town.

Sort of a Woody Harrelson meets Groot archetype. Fully stoked on HOKA's trail runners. They leave no trace and are super gentle on roots and mossy areas. He doesn't fully vibe with the competitive energy of the long distance trail running crowd but he appreciates the cushioned feel of the HOKA trailrunner and he loves to see folks enjoying nature. He warns that running is the opposite of what you should do if you see a bear.

Representing the sidewalk and walkers, she's not a big runner. For her, if you're running on the sidewalk, you are breaking the law. She loves to see people getting their steps in. And she has gum stuck on her face, again.

 HOKA x STRAVA

Ground Support Plug-In

STRAVA and HOKA come together in the name of solidarity with the surfaces you run on.

The Ground Support plug-in will send specific motivational messages from the actual streets, roads and trails you run on your daily routes.  The messages could be set for real time audio messages or in the summary at the end of your run.

FLY HIGHER: THE FLYVE

HOKA will release a limited run of shoes with a graphic of a palm on the sole for high fiving the road with every step. I don't have the design abilities to truly represent the sneaker in a way that isn't objectively terrible but you get the idea.