Entry-level participation in running has declined 13% across the globe.
And running itselt has had a little bit of a PR problem - in that it's become so serious that it's no longer as inclusive as it could and should be.
Ogilvy and HOKA wanted to change that.
But why would an elite performance brand want to help entry-level runners?
Because we believe no one is born a racer.
But anyone can become one.
In October 2021, HOKA partnered with Strava. And got hundreds of thousands of people on their feet. We challenged runners, joggers, walkers, jumpers, amblers and never-even-laced-up-trainers-before types to run a whole marathon in the space of a month. We also supported the challenge with social content sharing tips & tricks from elite athletes to motivate and inspire the average person to get out there and run a marathon in 30 days.
I was the Creative Design Director for the campaign.
