There’s nothing new about documentary style series for sports brands, but Hoka is the new(ish) sports brand phenomenon – and its documentary running series, In Full Flight, has an interesting theme – the media favourite topic of runner’s high.
The social-first series by Ogilvy UK explores the synergy between the runner’s high and creative flow and the feelings of euphoria that embody the concept of being in ‘full flight.’
The first episode features pioneering DJ and amateur runner, Chris Luno, – and now brand partner. It was shot in Europe’s techno oasis, Berlin. The content switches between shots of Luno running and DJ’ing across Berlin to amplify the emotional impact they both have on him. The episode is soundtracked with a song produced by Luno and he curated a four-hour Spotify playlist consisting of tracks with the optimal BPM for running, currently streaming on Spotify.
Luno’s career began in the rave scene in Mainz, Germany and he gained international recognition with residencies across the Netherlands and the start of his YouTube mix series in 2019, amassing more than 50 million views and 8 million Spotify streams. Since 2019 he has collaborated with deep house artists, Tube & Berger, and he played at the UEFA Champion’s League Final in Istanbul in 2023.
The episode launched the campaign across Instagram, YouTube and Hoka’s website, supplemented by CRM and paid media.
Neil Denning, client partner at Ogilvy UK, stated, “In Full Flight is an exciting new chapter for Hoka’s position as the challenger brand keeping competitors awake at night. They’ve proven to be dab hands at creating content that chimes with elite athletes, but they’re now connecting with runners of all abilities by capturing content in Europe’s cultural capitals – celebrating the other passions that evoke the familiar ‘full flight’ feeling that running gives.”
The campaign supports Hoka’s move beyond an “athletes’ brand” to appeal to runners of all capabilities. The theme of euphoria bridging the gap between running and creativity will carry over into another three episodes for the series launching in early 2025. Each has been shot in other European territories where specific cultural passions are celebrated.
Credits
Agency: Ogilvy UK
Creative Directors: Adam King, Lewis Raven
Creative: Taylor Orford, Marshall Katheder, Rebecca Channing
Account Management: Lori Murphy-Robertson, Sam McKechnie, Neil Denning
Producers: Emma Tills, Jess Clark
Videographer & DOP: Chris Marley
Photographer: Ulrich Schuster
Editing: Cal Travis, Chris Marley
Design: Dane Neill
Strategy: Kirsty Roxburgh
