Statistic: Running for just 20 minutes a day is proven to help decrease stress by nearly 30%.

Unspoken Truth: Running is often seen as a hassle or an obligation.

Big Idea: Hoka One One running shoes are designed to make any run comfortable and enjoyable. Thus, making it easy to outrun intrusive thoughts and inner demons.



Experiential execution at running shoe stores. When people try on a pair of shoes and get on the treadmill to test them out there are encouraged to participate in a virtual reality simulation. There is a choice of three different trails to run while testing the shoes.

Participants are tasked with running from the mythical creature in the virtual reality simulation that is chasing them. If the runner is wearing Hoka One One shoes they are able to outrun the monster. But, if they are trying a different brand of shoe they end up getting caught by the creature. Participants can share their experiences on all social media.


A partnership between Strava running app and Hoka One One shoes. Strava has new guided run challenges that runners who wear Hoka One One shoes can participate in. Each challenge has a different narration that prompts the runner to clear their head by outrunning different monsters. There are different levels of difficulty for all runners. Participants are encouraged to share their experiences on social media and invite friends to join the challenge. 

Guided Run Voice Overs

Dinosaur Dash
00:00 / 01:04
Yeti Mountain
00:00 / 00:58
00:00 / 01:16