HOKA
EDITORIAL DIRECTION & COPYWRITING
Athletic brand Hoka had three goals for Q1 of 2020: distinguish their unique brand story from competitors like Nike and Adidas, grow awareness beyond their core runner audience, and launch their first apparel line. Additionally, they needed more awareness of their larger brand campaign—”Time To Fly”—intended to empower a world of athletes to fly over the earth.
As their editorial lead from strategy to execution, I partnered with our creative director to develop and write the vehicle to accomplish these goals: their first-ever catalog that told the story of a very atypical athletic brand.
HOW WE DID IT
To differentiate from the adrenaline-pumping approach of most athletic brands, we hit less on pure athleticism and more on the inherent joy of movement—what it meant to “fly” over the earth. The emotional benefit of Hoka’s “Time To Fly” campaign drove the editorial strategy, which was executed through bold, evocative language and human-centric storytelling meant to motivate and inspire.
The book is broken into sections leading with Hoka’s three primary shoe collections, with each introductory page overviewing the collection by emulating the feel of its shoes. Editorial features create pacing between sections and spotlight “humans of Hoka”—real people who faced adversity to reach their truest potential, showing new consumers that they, too, can chase their wildest dreams and soar above and beyond. Touchpoints to the brand heritage are seen in callouts throughout to further contextualize the Hoka brand.
Ultimately, the book works to invite everyone into the unique world of Hoka. One where all are accepted, supported, and celebrated—and encourage each to run like the wind and touch the sky.
SELECT SPREADS
