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Hoka Turns NYC Marathon Training Into a Citywide Scoreboard Ahead of Nov. 2 Race
Hoka is rolling out a New York City campaign that tracks runners' marathon preparation on a sponsored Strava challenge and displays their collective progress on digital billboards across the boroughs.
The initiative is timed to the run-up to the New York City Marathon on Nov. 2, positioning the footwear brand alongside local runners during the weeks of training rather than only on race day. Progress logged by participants in the Strava challenge is being reflected on digital billboards that act as scorecards for each of the city's boroughs.
Allie Tsavdarides, vice president of North America marketing at Hoka, said the effort is meant to place the brand in conversation with the running community. She noted that while the marathon itself draws the excitement, the months of preparation carry the bulk of the work, and said the media space was intended to spotlight runners and celebrate their progress rather than serve as a straightforward advertisement.
Agency Jellyfish created the campaign, which uses what the company describes as a triangular media mix: paid social activity on TikTok and Meta, six creator partnerships, and digital out-of-home placements located across New York City.
The push culminates in a block party Hoka is hosting in the city this weekend, following the weeks of training content and community activations.
The campaign reflects how central running communities have become to major sports apparel brands. Hoka is competing for the loyalty of enthusiasts against rivals including Nike, New Balance, Brooks, Adidas and On as the companies vie for share of a sustained running revival.