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HOKA x Fit mit Nomi
New Year Momentum
THE CHALLENGE
How do we position HOKA not only as a performance brand, but as a cultural force within Berlin’s movement community?
The goal was to create authentic New Year momentum by connecting the HOKA CIELO X1 3.0, performance credibility and community energy in one seamless experience.
THE IDEA
DESPERADOS GIVES AWAY THEIR MAINSTAGE - THE FRONT LABLES. TOGETHER WITH LOREDANA, NURA, LIZ & LAYLA WE CREATED A LIMITED BOTTLE EDITION ON WHICH EACH ONE OF THEM EXPRESSED HER VISION OF FEMALE EMPOWERMENT AND EQUALITY.
THIS SUMMER LEAD CAMPAIGN UNFOLDED IN A LIMITED BOTTLE EDITION LAUNCHED ALL ACROSS GERMAN RETAIL, A HERO DOCUMENTARY, PR FLIGHT AND A BANGING LAUNCH EVENT AND PANEL TALK HOSTED WITH BIPOLAR BERLIN
THE IDEA
A culture-driven activation at HOKA's community space in the Berlin Flagship Store at the intersection of movement, music and community.
Together with Fit with Nomi, we designed a two-phase format: a workout for the Fit mit Nomi community to anchor performance and product credibility, followed by an RSVP-only community event to amplify energy, reach and cultural relevance.
THE WORK
On January 29, 2026, we transformed the HOKA Store Berlin into a community hub.
The evening opened with an exclusive dance workout led by Coco Mariama, blending functional training with music-driven movement. Guests received personalized seeding in lockers, while trainers, DJs and hosts were styled head-to-toe in HOKA. The newest shoe release was tested live on the treadmill.
The community event shifted the focus to culture: DJ sets by Nomi and Eunice Beckmann, a live performance by Kingsley Q, functional smoothies from Oh my Juice with supplements from artgerecht, limited T-shirt capsule access and integrated brand touchpoints throughout the store.
A full-funnel communication strategy — from pre-event promotion and paid media to live coverage and recap content — extended the activation beyond the night itself.
THE IMPACT
150 guests on-site
193 total clippings
Total potential reach: 191,749
The event strengthened HOKA’s position at the intersection of performance and culture — building credibility, visibility and community connection in one cohesive moment.
THE IMPACT
+850 Guests
427,749 Story Reachs
+90 Influencer
