• by Fern Siegel , 5 hours ago

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Hoka is running New York — literally.

The campaign and media planning by Jellyfish highlights a month-long challenge hosted on Strava, the running app. Throughout September, New Yorkers can log miles for their home borough as all five compete against one another.

The competition is featured on digital OOH screens in Times Square, Tribeca, SoHo and Williamsburg, as well as paid social activation on TikTok and Meta. Weekly updates include miles, pace and various running stats. The work champions the brand’s “Together We Fly Higher” platform.

Six creators representing the five boroughs encourage runners to join and document their own participation throughout the month. Runners are the campaign.

“The creative idea is simple: make every run visible,” said Jo Wallace, global executive dreative director, Jellyfish. “We’re taking something that usually lives on a runner’s phone and putting it out on the streets of New York and in social feeds. Suddenly, your miles are not just yours. They’re contributing to your borough, fueling a rivalry and becoming part of the city and community around you.”

The challenge ends Oct. 3 at McCarren Parkhouse in Brooklyn with a Hoka-branded block party celebrating participants from across the city. 

Jellyfish’s roster includes Netflix, Amazon, Google and Deckers.