HOKA HK cheers StanChart marathon runners on with interactive installation

HOKA Hong Kong has launched an interactive installation to forge a deeper connection between the public and Standard Chartered Marathon runners this year.

Also known as “Fly Hong Kong fly – HOKA”, the domination was located at a bus shelter outside SOGO Causeway Bay, within the last 1km stretch before the race’s finish line from 31 January until 9 February.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from HOKA Hong Kong said HOKA is committed to making running an inclusive and uplifting experience for all. “As the Marathon approached, HOKA Hong Kong sought to energise the community and amplify the marathon spirit through a unique, interactive bus shelter activation.

This activation invited the public to send heartfelt "cheers" to marathon runners during the week leading up to the big event, said the spokesperson. “Through interactive touchscreens at the bus shelter or by engaging with HOKA Hong Kong's Instagram posts, the public could express their encouragement and enthusiasm.”

Each tap of the screen or Instagram like would translate into a surge of energy visually displayed on the panels at the shelter, symbolising the collective support of the community and celebrating the runners’ dedication.

The shelter was also decorated with inspiring phrases such as "HOKA fly Hong Kong fly" and "we are all born to fly," designed to motivate runners during the iconic race and celebrate their dedication.

The spokesperson said HOKA and the marathon shared the same values in inspiring joyful performance by fostering a unique bond between runners and the community.

“At HOKA, we believe running is more than just performance; it’s about connection, joy, and the pursuit of boundless freedom[...]By turning every cheer into a visible expression of support, we hope to uplift runners and ignite the marathon spirit across Hong Kong.”

“This activation is not just about running—it’s a celebration of perseverance, passion, and the human ability to rise together. HOKA warmly invite everyone in Hong Kong to take part, share their cheers, and be part of this uplifting moment that turns encouragement into energy, and energy into inspiration,” the spokesperson added.

As a brand that celebrates the power of community, HOKA aimed to support and uplift all runners—from seasoned athletes to first-time participants. “This online-to-offline campaign invited the public to share their encouragement for runners on-site at the interactive bus shelter panels, where cheers could be sent with a simple tap; and online through social media where post likes were transformed into visualised energy on the bus shelter panels,” the spokesperson added.

The bus shelter activation delivered HOKA’s signature message, “We are all born to fly”, while localising its global tagline, “Fly human fly,” into “Fly Hong Kong fly”—a rallying cry of encouragement for every participant.

Prasanna Bhaskar, vice president of Deckers Asia Pacific, said: “At HOKA, we believe that running is for everyone—whether you’re an elite athlete, a weekend jogger, or someone taking their first steps into the sport. Our mission is to inspire joyful performance and make running an integral part of vibrant, connected lifestyles.”

“The marathon represents more than a race—it’s a celebration of perseverance, passion, and community. Support from the public is not just vital for runners; it transforms the entire experience, creating a powerful connection between athletes and the people cheering them on,” she said.

“Our HOKA Bus Shelter domination is a creative way to turn individual encouragement into a collective surge of inspiration. We invite everyone to join us in celebrating the incredible dedication of marathon runners, showing that together, we can uplift one another and truly fly,” she added.

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