HOKA has partnered with Emotive to deliver an immersive activation on Bondi Beach inspired by the latest iteration of the brand’s road-style shoe, the Bondi 9.
Emotive has turned North Bondi Surf Life Saving Club into 'The Cushion House', where runners of all levels can explore the max cushion technology used to create the cushioned midsole of the shoe.
Over four days, this community event includes daily coastal runs with HOKA athletes and Bondi locals including Katie Williams, breathwork sessions with Rory Warnock, healthy snacks and drinks, a merch customisation station, a daily four-hour DJ set, all against the backdrop of Bondi Beach.
Matt Adams, head of HOKA, said the HOKA Cushion house was designed to be a representation of the Bondi 9.
"In collaboration with Emotive, our goal was to celebrate with the community, our most historical running franchise which was inspired through the culture and breathtaking atmosphere of Bondi Beach," he said.
"Over the coming days, we will celebrate with the Sydney community through a number of run clubs, masterclasses and guest interviews.
"As our Third successful activation with Emotive, the Cushion House has set the benchmark for how HOKA will continue to engage in the community.”
Rebecca Gelao, head of Emotive brand experience said to host a launch of this scale for a brand like HOKA is
"epic".
"Turning an iconic heritage building into a cyclone-rated replica of the iconic maximalist HOKA Bondi 9 sole is the stuff brand experience dreams are made of," she said.
"What was so important to us was that the level of detail and craft in the build and the immersive experience, right down to every inch of the exterior being cushion-like, reflected the design quality of the product itself."
Alongside an ATL campaign, The Cushion House experience unfolds across social media, influencer content, and PR, with event content being distributed globally.
Simon Joyce, CEO of Emotive, said Now more than ever, fame is what sets brands apart and connects them with their communities in a meaningful way.
"The Cushion House by HOKA does exactly that—bringing the ‘max-cushion for all’ proposition to life in a way that’s bold, unexpected, and uniquely Bondi," he said.
"But it’s not just about the activation. This is a multi-layered campaign that leverages Emotive’s fame specialisms, including social, talent, PR, and brand partnerships working together to take the Bondi 9 story global.
"It’s an incredible brand and we feel especially privileged to partner with the HOKA team."
The Cushion House by HOKA is open to the public on Friday, January 24 and Saturday, January 25 from 6am to 7pm and on Sunday, January 26 from 6am to 2pm.
Credits:
Client: HOKA
Head of Hoka: Matt Adams
Hoka Marketing Manager: Molly Rugg
Hoka Marketing Lead: Georgie Todd
Creative: Emotive
CEO: Simon Joyce
Head of Strategy: Michael Hogg
Group Creative Director: Darren Wright
Head of Design: Dan Mortensen
Senior Designer: Amy Manning
Art Director: Lucy Karsai
Copywriter: Al Hill
Senior Account Director: Zoe Hartas
Social and Talent: Emotive
Social, Content and Partnerships Strategist: Elly Brand
Talent Acquisition Director: Ben Keep
Production: Emotive
Head Of Brand Experience: Rebecca Gelao
Senior Producer Brand Experience: Candice Dobbie
Production & Site Management: Toby Sperryn
Build & Fabrication: MNR Construction
Technical Direction: Eat the Elephant
Senior Producer (content): Gemma Atkinson
Content Production: Fortem Media
Public Relations: THEY
Co-Founder & Director: Hannah Devereux
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