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HOKA EU - THE HOKA HUB AT LONDON MARATHON 2026
WHAT
HOKA — The HOKA HUB
London Marathon Activation
WHEN
2026
WHO
Creative Lead (Pitch) at Yeet
HOW
Created as HOKA’s central community space during the London Marathon, The HOKA HUB acted as the brand’s home base for a two-week programme of events celebrating the city’s running culture. Designed as both an activation and a gathering point, the space brought together runners, crews and communities through a packed schedule of carb-loading dinners, shakeout runs, workshops, panel talks and late-night celebrations — including headline moments with collectives such as Sexy Lady Massive.
Alongside community programming, the HUB also housed HOKA’s Fly Lab: an interactive testing space where runners could experience the brand’s latest marathon racing shoe, the Cielo X1 3.0, in action. The environment balanced performance innovation with hospitality and cultural relevance, creating a marathon-week experience that extended beyond race day itself and positioned HOKA at the centre of London’s evolving running community, slap bang on Shoreditch's Redchurch Street.
The role began during the pitch phase as Creative Lead, developing the core concept that ultimately won the project for Yeet. From there, support continued across the wider build-out of the activation, with a particular focus on programming and shaping a schedule that felt authentic to the communities attending. The project generated significant earned media and cultural visibility, including organic coverage from Vogue Business, reinforcing the growing intersection between running, fashion and community-driven brand experiences.
CREDITS:
Creative Agency & Production: Yeet
Client: HOKA EU
Creative Team:
Executive Creative Director — Paul Mann
Executive Producer — Jake Perry
Client Services Director — Mike Wulverson
Account Manager — Olivia Vozzolo
Creative Direction/Designer: Murray Palmer
Creative Lead: Ellie Jackson
Producer: Lucy Mullan + Dhaval Joshi
Junior Creative: Neha Sivakumar
Photographer:
Danny Easton