Observed Signal · May 19, 2026 · Experiential Campaign · Source: https://martechseries.com/feed/ · Impact: 1/5 · Sentiment: Positive
HOKA turns Hackney Half into live cultural canvas
Performance footwear brand HOKA ran an experiential multichannel campaign as title sponsor of the HOKA Hackney Half Marathon (race on 17 May 2026). Created by digital agency Jellyfish, the activation combined two commissioned murals (100 Mare Street; 455 Hackney Road), OOH placements including a 96-sheet site at Broadway Market, guerilla wildposting, paid social on Meta and TikTok, and partnerships with Lime and Citymapper. The Lime tie-up saw 250 branded bikes (50 fitted with QR-code stickers for a prize draw) deployed across the city. Citymapper display and location ads drove footfall to HOKA community hubs and the Covent Garden store, while branded “Ride and Fly” cabs provided free rides to finishers. HOKA and Jellyfish executives described the work as embedding the brand into Hackney’s local culture through utility-led and street-level creative executions.
A brand experiential campaign and local partnerships with tactical OOH and mobility partners; tactically relevant but limited strategic impact on the wider AdTech/MarTech industry.
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Key Takeaways & Evidence Grounding
- HOKA was title sponsor of the Hackney Half Marathon and ran an experiential multichannel campaign around the event.
- Campaign was created by Jellyfish and included partnerships with Lime and Citymapper.
- Two murals were commissioned and placed at 100 Mare Street and 455 Hackney Road; the Mare Street mural was completed in staged work and live on race day.
- 250 Lime bikes were branded between April 20 and May 17; from May 4, 50 bikes featured QR-code stickers for a prize draw to win a place in next year’s event.
- Wider activity included a high-impact 96-sheet OOH placement at Broadway Market, guerrilla wildposting, and paid social on Meta and TikTok.
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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