New Year Momentum

HOW DO WE POSITION HOKA NOT ONLY AS A PERFORMANCE BRAND, BUT AS A CULTURAL FORCE WITHIN BERLIN'S MOVEMENT COMMUNITY? THE GOAL WAS TO CREATE AUTHENTIC NEW YEAR MOMENTUM BY CONNECTING THE HOKA CIELO X1 3.0, PERFORMANCE CREDIBILITY AND COMMUNITY ENERGY IN ONE SEAMLESS EXPERIENCE.

A CULTURE-DRIVEN ACTIVATION AT HOKA'S COMMUNITY SPACE IN THE BERLIN FLAGSHIP STORE AT THE INTERSECTION OF MOVEMENT, MUSIC AND COMMUNITY. TOGETHER WITH FIT WITH NOMI, WE DESIGNED A TWO-PHASE FORMAT: A WORKOUT FOR THE FIT MIT NOMI COMMUNITY TO ANCHOR PERFORMANCE AND PRODUCT CREDIBILITY, FOLLOWED BY AN RSVP-ONLY COMMUNITY EVENT TO AMPLIFY ENERGY, REACH AND CULTURAL RELEVANCE.

ON JANUARY 29, 2026, WE TRANSFORMED THE HOKA STORE BERLIN INTO A COMMUNITY HUB. THE EVENING OPENED WITH AN EXCLUSIVE DANCE WORKOUT LED BY COCO MARIAMA, BLENDING FUNCTIONAL TRAINING WITH MUSIC-DRIVEN MOVEMENT. GUESTS RECEIVED PERSONALIZED SEEDING IN LOCKERS, WHILE TRAINERS, DJS AND HOSTS WERE STYLED HEAD-TO-TOE IN HOKA. THE NEWEST SHOE RELEASE WAS TESTED LIVE ON THE TREADMILL. THE COMMUNITY EVENT SHIFTED THE FOCUS TO CULTURE: DJ SETS BY NOMI AND EUNICE BECKMANN, A LIVE PERFORMANCE BY KINGSLEY Q, FUNCTIONAL SMOOTHIES FROM OH MY JUICE WITH SUPPLEMENTS FROM ARTGERECHT, LIMITED T-SHIRT CAPSULE ACCESS AND INTEGRATED BRAND TOUCHPOINTS THROUGHOUT THE STORE. A FULL-FUNNEL COMMUNICATION STRATEGY — FROM PRE-EVENT PROMOTION AND PAID MEDIA TO LIVE COVERAGE AND RECAP CONTENT — EXTENDED THE ACTIVATION BEYOND THE NIGHT ITSELF.