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HOKA EU X BERGFREUNDE
- ANYWHERE > NOWHERE 

WHAT
Anywhere to Nowhere / Irgendwo nach Nirgendwo, 
HOKA Speedgoat 7 Launch Social Content 

WHEN
2026

WHO
Creative Direction 
with Yeet

HOW:

As an extension of the Nowhere brand world from the toolkit also developed by Yeet, Irgenwo > Nirgendwo (Anywhere to Nowhere) was developed as a social-first campaign for German-speaking (DACH) market in collaboration with Bergfreunde. Translating the toolkit into a new cultural and geographical context, the campaign explored the idea of “Nowhere” not as a destination, but as a shared state of mind familiar to trail runners — a feeling of presence, escape and connection found out on the trails.

Shot in Slovenia during spring, the campaign captured a journey through expansive landscapes that reflected both solitude and community, positioning trail running as a universal experience that transcends borders. The creative approach leaned into atmosphere and emotion over instruction, allowing the terrain, light and movement to carry the narrative. Delivered across YouTube and Instagram as both organic and paid content, the work balanced brand storytelling with platform-native formats, extending the Nowhere identity into a digital social campaign across the DACH region.

 
CREDITS:

Client: HOKA EU (DACH Region) & Bergfreunde

Creative Agency: Yeet 
Production Partner: Sidetracked Magazine

ECD: Paul Mann
Executive Producer: Jake Perry 
Client Services Director:  Mike Wulverson
Account Manager: Olivia Vozzolo
Creative Direction: Ellie Jackson x Victor Mazariegos
Motion: Summit Fever Films
Photography: Jake Baggaley
Talent: Sophia Bolte, Alassan Farah, Larissa Hausler, Erik Schereder