Emotive activates The HOKA FlyLab for Global Running Day

Emotive activates The HOKA FlyLab for Global Running Day

Rebecca Gelao: “This activation really captured the Sydney running community’s imagination.”

The HOKA FlyLab was brought to life in Sydney’s Pitt Street over five days last week through Emotive – the second activation by the creative independent for HOKA in Australia.

The experiential brand activation for the sportswear brand offered free community events, and health and fitness masterclasses on a range of topics from health and nutrition to performance, tech and innovation, in time for Global Running Day which is celebrated between 1 and 9 June.

The activation showcased HOKA origins and innovations, including the latest offerings in the HOKA lineup such as the Skyward X and Cielo X1.

Featured guests included running culture and community leaders Chad Cohen, founder of Unofficial Run Club, breath-work specialist and ultra marathon runner, Rory Warnock, and clinical nutritionist and founder of The Good Day Wellness podcast, Melissa Fedele.

The line-up also included Bel Fong, Turia Pitt, Matt Smith, and five-time triathlon world champion, Craig Alexander.

 “FlyLab offers a unique consumer experience that encapsulates the true heart of HOKA as a global innovator and a disrupter brand,” explained head of HOKA Australia and New Zealand, Matthew Adams.

“This approach applies to our marketing as well where so often real life experiences offer a more unique approach to connect with our community. The result is more credibility and awareness in Australia for HOKA as a pinnacle running brand.” 

Emotive activates The HOKA FlyLab for Global Running Day 2


The activation also acted as a content creation hub to further reach running enthusiasts across the country – part of an integrated fame approach by Emotive and The HOKA marketing team that covered experiential, social, talent, and content partnerships including Hype Beast and The Daily Aus.

Partnering with seven influencers and media partners alongside a targeted PR campaign, the content reached over 2.4 million running enthusiasts nationally. 

Head of brand experience at Emotive, Rebecca Gelao, said: “This activation really captured the Sydney running community’s imagination, with all masterclasses booked out and audience dwell times in excess of six minutes.

“Running is experiencing a huge moment in Australia with interest surging for both seasoned marathon runners and new runners.”

The campaign follows Emotive’s most recent work with TRESemmé and Ovolo Hotels, launching its first-ever complimentary hair service menu that allows hotel guests to order bespoke, professional haircare to their room. 

Last week, Mediaweek reported that Matt Holmes left Emotive three months after starting as head of PR and earned creative on 4 March.

Holmes was set to boost Emotive’s fame offering, but Simon Joyce, Emotive’s founder and CEO, explained he needed to make a quick but difficult decision driven by the agency’s need for strategic leadership, versus PR leadership.


Client: HOKA 
Creative, talent acquisition, production: Emotive 
Videographer/editor: Trystin Sinnott, Fortem Media 
Photographer: Daniel Armstrong and Melina Bilotta, Fortem Media 
PR: Hannah Devereux, THEY

See also: 
TRESemmé and Ovolo Hotels debut hair service menu, via Emotive
Matt Holmes exits Emotive amid fame unit restructure

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