HOKA and Ogilvy launched an innovative social-first content series, In Full Flight, aiming to build connections with novice and intermediate runners across Europe.
The series celebrates the synergy between a ‘runner’s high’ and creative flow, both of which evoke feelings of euphoria and a state of ‘full flight’. In Full Flight marks a significant step forward for HOKA, which sees the challenger brand’s marketing strategy move beyond just athletes to appeal to runners of all capabilities. Each has been shot in other European territories where specific cultural passion points are celebrated.
Launched across Instagram, YouTube, and HOKA’s website, the first episode sees the brand partner with pioneering DJ and amateur runner Chris Luno. Shot in Europe’s techno oasis, Berlin, he speaks about the elation he gets from running and how it inspires his creative process. The content switches between shots of Chris running and DJ’ing across Berlin to amplify the emotional impact they both have on him.
The second episode sees the brand partner with French Architect & Designer Anthony Authié, founder of Zyva Studio, exploring the parallels between a runner’s high and his creative ethos—where movement, emotion, and design converge. Shot in Paris, where Anthony lives, works, and draws a lot of his inspiration from.
The third episode sees the brand partner with ceramicist and artist Naomi Oke, who took us on a flying tour of her favourite spots in Milano in the new Clifton 10 - her smoothest ride yet.
The fourth and final episode sees the brand partner with Hackney-based Tattoo artist Robyn Topps AKA Bad Cat Club, exploring her unwavering determination and creativity as she moves through Hackney, East London, drawing inspiration from her surroundings and working towards completed pieces.
Find the full films on YouTube and on Instagram Reels, Stories, and Carousel
Episode 1: In Full Flight Berlin Featuring DJ and Producer Chris Luno
Episode 2: In Full Flight Paris Featuring Architect & Designer Anthony Authié
Episode 3: In Full Flight Milan Featuring Ceramicist and Artist Naomi Ooke
Episode 4: In Full Flight London Featuring Tattoo artist Robyn Topps AKA Bad Cat Club
