Mafate X Desert in Manhattan

Gallery

HOKA turned a Flatiron block into a Joshua Tree desert for 48 hours, complete with heat, wind, and a treadmill running against an Unreal Engine backdrop that sped up with you. Let hardcore runners feel the shoe's terrain in the city. Product trial as spectacle.

Cities

New York City

Formats

Immersive 3D OOHExperiential installation

Creative agency

Jellyfish Global

Media agency

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Media owners

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ICPs

trail runnersultra runnersperformance footwear buyers

Est. cost

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Est. reach

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Sources

• www.jellyfish.com/en-us/success/far-out-in-the-city-hoka-brings-the-mountains-to-manhattan
• www.adsoftheworld.com/campaigns/the-hoka-mafate-x-launch
• www.adweek.com/brand-marketing/hoka-brings-the-mountains-to-manhattan-to-lure-hardcore-runners