HOKA®, favoured by runners the world over, for its gear that lets moving go beyond performance, unveiled a striking, UV-responsive mural on Great Eastern Street, Shoreditch, in East London to mark the latest chapter of its global “TOGETHER WE FLY HIGHER” campaign.
Created in partnership with its digital agency Jellyfish, OOH specialists Billups, and the advertising agency Global Street Art, the activation brought the “Night Run” experience to life through innovative, light-reactive technology.
As runners navigated the colder, darker months of January, the mural served as a beacon of inspiration for those maintaining their New Year’s resolutions. The artwork utilised a combination of reflective paint and UV light accents to transform as the sun sets. By night, the mural glowed, highlighting runners’ headlamps and reflective apparel details, mirroring the technical performance of HOKA gear designed for low-light conditions.
“This activation was a dynamic expression of our brand and the nighttime running story,” said Melanie Pillaud, Head of Media EMEA at HOKA. “By working with Global Street Art, we created an immersive execution that energises the darkness and inspired runners to keep moving through winter, fuelled by the momentum of the New Year.”
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The London mural was an integral part of HOKA’s wider “TOGETHER WE FLY HIGHER” Brand campaign, which spans major European hubs including London, Paris, and Berlin. The initiative aims to celebrate visibility and the community spirit of nighttime running.
Jellyfish designed a multi-channel media approach designed to spark emotion, build credibility, and keep HOKA front of mind at every moment that matters. By combining premium partners with smart local market activation, HOKA ensured LIGHTS doesn’t just show up – it stands out.
“Our goal was to bridge the gap between a physical art installation and a digital-first audience,” said Camille Uzan, Senior Direct Investment Director at Jellyfish. “By combining the craftsmanship of Global Street Art with a precision-led paid media strategy, we ensured that the message of ‘TOGETHER WE FLY HIGHER’ resonates far beyond the streets of East London.”
The mural was live from early January until 7th February at Great Eastern Street, Shoreditch.
About Jellyfish
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