Observed Signal · Sep 7, 2026 · Campaign Launch · Source: https://marketingtechnews.net/feed/ · Impact: 3/5 · Sentiment: Positive
Hoka Uses Strava Running Data for DOOH Ads in New York
Hoka launched a month-long campaign in New York that uses running activity logged on the Strava platform to power digital out-of-home (DOOH) advertising. The 'Run Your City Challenge' asks runners across the five boroughs to log miles, with each borough competing based on total mileage. Ticker-style creative displays weekly updates, including miles and pace, on screens in Times Square, Tribeca, SoHo, and Williamsburg. The campaign builds on an existing partnership between Hoka and Strava, which hosts the challenge and records activities. Agency Jellyfish developed the concept and handles creative and media planning, with paid social on TikTok and Meta. A creator programme by Collectively supports the campaign. The initiative aims to engage running communities and may inform future marketing strategies.
Illustrates a novel integration of fitness platform data into DOOH creative, showcasing a data-driven marketing approach from a major brand, relevant to AdTech/MarTech.
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Key Takeaways & Evidence Grounding
- Hoka launched the 'Run Your City Challenge' in September 2026, asking runners in New York's five boroughs to log miles on Strava.
- The campaign uses activity data to update DOOH creative in Times Square, Tribeca, SoHo, and Williamsburg.
- Jellyfish developed the campaign concept and handles creative and media planning.
- Paid social activity on TikTok and Meta runs during September to promote participation.
- Strava has over 200 million users across 185 countries.
- Hoka's Strava club has over 247,000 members.
- A creator programme by Collectively involves six creators representing the five boroughs.
- An event at McCarren Parkhouse in Brooklyn is scheduled for October 3.
- Deckers Brands, Hoka's parent, invested in loyalty programmes during fiscal 2026, including Hoka membership.
- Campaign performance metrics and attribution methods were not disclosed.
Connected Companies & Entities
5 Entities mapped“Jellyfish developed the Hoka campaign concept and is handling creative and media planning....”
“Deckers Brands, Hoka’s parent company, said in its fiscal 2026 annual report that Hoka’s marketing priorities include building a connected c...”
“Jellyfish is part of The Brandtech Group....”
“Paid social activity on TikTok and Meta is running during September to promote participation....”
“Paid social activity on TikTok and Meta is running during September to promote participation....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Hoka's Marketing Push Owns NYC Marathon Training Period
Hoka has launched a new marketing campaign targeting the NYC marathon training period, aiming to engage the running community. Created by agency Jellyfish, the campaign combines paid social on TikTok and Meta, six creator partnerships, and digital out-of-home (DOOH) billboards across New York City. It features a sponsored Strava challenge with borough-level scorecards and leads up to a block party in early October. This initiative reflects a broader trend of brands focusing on community engagement and creator marketing rather than traditional ads. Hoka's parent company, Deckers Outdoor Group, reported strong growth, with Hoka's global revenues reaching $704 million in Q1, an 8% increase. Sales and administrative expenses rose 13% to $420 million, largely due to higher marketing expenses, supporting the brand's aggressive community-focused strategy.
Jellyfish & HOKA Turn New York Running into a Citywide Competition
Throughout September, HOKA is taking over the streets with the 'Run Your City' challenge hosted on the running app Strava. Developed and led by Jellyfish across both creative and media planning, this month-long activation makes local runners part of the creative with borough results appearing across Digital Out-of-Home and social.
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.
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