G R O U N D S U P P O R T

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We introduce a series of ads that pair each HOKA shoe with the terrain it was designed

for, highlighting the brand's reputation as the most comfortable choice for both the runner and the road ahead.

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

Ground support introduces a series of anthropomorphic characters representing the

typical surfaces on which we run. These characters (needing better design) would be

used in social spots and ads giving their 2 cents on running and HOKA shoes. They

could also be talking smack to runners as they run by in other shoes. They sort of

morph up from the ground unexpectedly. (Another idea would be to use character actors, I almost just recorded myself being interviewed as the characters but I thought that might make me look crazy.)

This is Pavey.

Old school New York type. He is 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 a time 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 surface and notices how comfortably supported people running in HOKAs seem. He even catches himself rooting for the HOKA team when the marathons come to town.

Meet Trail.

Sort of a Woody Harrelson vibe. Fully stoked on HOKA's trail runners. They leave no trace and are super gentle on roots and mossy areas. He remembers a time where folks took their time wandering around in the woods admiring it's splendor. He warns that running is the

opposite of what you should do if you see a bear. 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.

This is Ester.

Representing the sidewalk, she is anti-running, no matter the shoe. Walk is literally in her name. For her, if you're running on the sidewalk, you are breaking the law. She's not even sure why she's part of this campaign, it's probably because she has trouble saying no to her friends. 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.