HOKA HK highlights the power of community with coffee shop collab

HOKA has partnered with Islet Coffee Lab in Hong Kong to celebrate the power of community in driving personal achievements, by blending running culture with specialty coffee experience. 

From 15 July to 4 August 2025, Shout Gallery on On Lan Street, Central, will transform into a two-storey sanctuary where running culture and refined coffee artistry harmoniously converge. The space is adorned with evocative photography and uplifting quotes, creating a visually captivating destination where running culture and specialty coffee blend in harmony.

During the limited period, a YouTube premier party was held featuring 100Most artists sharing their experience racing in MDS Cappadocia, along with a 90s Canto rave party with run club communities. ⁠Chinese medicine practitioner, sports dietitian and pedorthist were invited to explain how to boost running performance.

Various masterclasses and running events will also be held, featuring a special line-up of HOKA-inspired beverages, offering refreshing flavours that will ignite your senses and showcase the dynamic fusion of sports and coffee culture.

The pop-up cafe serves as a vibrant local hub connecting movement, culture, and lifestyle in an immersive brand experience, said a HOKA spokesperson in conversation with MARKETING-INTERACTIVE. This initiative also extends HOKA's presence beyond performance, embedding it into the cultural and lifestyle fabric of Hong Kong. 

Guests are invited to discover a programme of inspiring masterclasses and running events every weekend, while indulging in an exclusive menu of HOKA-inspired beverages - each crafted to invigorate the senses and celebrate the spirited fusion of movement and taste.

In terms of the measurement of returns on investment (ROI), HOKA will compile and analyse data from multiple touch-points, including social media engagement, event attendance, and in-store redemptions, added the spokesperson. "These metrics will provide a comprehensive view of the campaign's impact and effectiveness in driving both awareness and participation."

Other than social and by invitations, the event was also amplified through street posters as the sense of “IYKYK” of these posters. The brand campaign hero film, on the other hand, was playing on a 3D LED billboard at Hing Wai Mansion. Brand friends and VIP guests were also invited to be part of the experience, including passionate runners and local running clubs.

In keeping with the campaign’s celebration of local culture, HOKA has invited Hong Kong artist Katol Lo to create a limited-edition city tee, available exclusively at the Fashion Walk store. Integrating iconic motifs - heritage tong lau, luminous neon signs - this exclusive tee encapsulates the energy of Hong Kong’s day-to-night vibrancy and its unique urban rhythm.

This comes as part of HOKA's latest global brand campaign titled "Together we fly higher". This global initiative captures the unifying spirit of running - illuminating how the support of others nurtures personal progress, and how the bonds we forge help us exceed our greatest ambitions.

At the heart of the campaign is a moving anthem film, alongside a series of authentic short stories that portray real moments shared by runners and their closest supporters - family, friends, and running crews - at pivotal points on their journeys. The campaign will run from 10 July 2025 until 30 June 2026, celebrating the power of community in driving personal achievements.

The first two films, “Together: Ultra commitment” and “Together: Quiet rituals”, offer a nuanced look inside a runner’s world - showcasing the rituals, relationships, and quiet courage that define the running experience.

Through bold and striking visuals, these films portray individuals in raw, intimate settings, spotlighting how genuine encouragement helps us transcend limits, embrace new challenges, and experience a liberating sense of freedom and connection through sport. The campaign will be launched worldwide across out-of-home, digital, social, and connected TV.

Erika Gabrielli, vice president of global marketing at HOKA, shared, “As a brand driven by the joy of progress, we recognise the role community plays in the long road athletes take to achieve greatness. ‘Together we fly higher’ is about just that - celebrating the journey and those who got you there. Our individual progress is fuelled by the collective. This campaign puts a spotlight on humans supporting humans, and how this principle empowers us to push past our limits."

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