Running through the desert without leaving New York? HOKA made it possible.
To launch its new Mafate X trail running shoe, HOKA teamed up with creative agency Jellyfish to bring a piece of Joshua Tree to the streets of Manhattan. Right in the middle of the concrete jungle, a shipping container was transformed into an immersive desert running experience.
Inside, runners stepped onto a treadmill surrounded by real sand, rocks and desert plants. With warm air, wind, birdsong and a digital landscape that reacted to their running speed, the installation made it feel like they were miles away from the busy city.
And when nobody was running, the installation doubled as a giant 3D billboard, showing off the new shoe to everyone passing by.
A clever way to let people experience what the Mafate X was made for, without having to travel anywhere.
Brand: HOKA
Creative Agency: Jellyfish
Production Partner: DE-YAN
Location: Flatiron Plaza, New York
