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HOKA EU - THE NOWHERE STORE (UK)


WHAT
The Nowhere Store UK, Speedgoat 7 Activation

WHEN
2026

WHO
Creative Lead
with Yeet

HOW:

To launch the HOKA Speedgoat 7 in the UK, The Nowhere Store was created as a remote, weekend-long trail running experience set in the British Peak District. Designed as an antidote to traditional retail and urban activations, the project reimagined the store as a destination — a place to travel to, explore, and connect through running. Rooted in the landscape that inspires the product itself, the activation brought together local trail running communities alongside city-based run clubs experiencing the fells for the first time.

Building on the product branding toolkit developed by Yeet, the identity was translated into a physical environment: a remote trail running hut that acted as both basecamp and gathering point. Guests were invited to test and receive the Speedgoat 7, alongside a collection of bespoke merchandise, embedding the product directly into the lived experience of the terrain it was designed for. Invite-only attendees were hosted with fireside food and a post-run workshop led by Flowerhead, creating moments of rest, reflection and community after time spent on the trails.

To engage more experienced runners, the activation also included pro-level races with branded checkpoints integrated into the landscape, positioning the space as both a cultural and performance-driven meeting point. Over the course of the weekend, The Nowhere Store became a temporary hub for trail running in the Peaks — balancing authenticity, hospitality and product storytelling in a way that felt rooted, social and true to the spirit of the sport.

 
CREDITS:

Creative Agency: Yeet 
Client: HOKA EU (UK Market)

Executive Creative Director — Paul Mann
Executive Producer — Jake Perry
Client Services Director — Mike Wulverson
Account Manager — Olivia Vozzolo
Creative Direction — Victor Mazariegos & Ellie Jackson
Junior Creative - Neha Sivakumar 
Producer — Dhaval Joshi
Production Assistant — Mathilda Blowers
Photographer: Saul Brown

   
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