Post by Jasmine Absolon

So proud that our 2021 All Racers campaign has been shortlisted for 3 The Drum Social Media awards - Best Use of Instagram, Most Effective use of Group/Community, Travel/Tourism/Leisure or Sports. At HOKA it's our ambition to get a world of runners to the start line, and in October 2021 we had a huge opportunity to do that. Due to delays from the pandemic October saw nearly all of the worlds primary marathons taking place within 5 weeks of each other, creating a climactic moment in the running calendar to peak 18 months of huge participation growth in running over lockdown. With our amazing team from Ogilvy we created the All Racers campaign and Strava challenge to ensure that even if you weren’t ready to take part in a marathon, you could still feel the same sense of achievement, and perhaps have the confidence to sign up to a physical race next year. Our athletes helped to inspire all our racers through a series of content with their top tips for training and tackling race day, and the campaign was extended to our sponsored events with local segment challenges. We tied the campaign to our launch of the industry’s first accessible Carbon Plated shoe in the HOKA Bondi X, bringing the latest innovations to all racers, not just elite athletes. Accessibility and an invitation to all to join us on the race course underpinned the campaign. It is always a difficult challenge as a performance brand to balance our innovative credibility whilst growing mass appeal, and the Ogilvy team did a brilliant job of achieving both - as always. We're in some very competitive categories, so at this point it's just nice to be nominated, eh? Many congratulations and thanks to the Ogilvy and HOKA teams Yasir Alani Dane Neill Adelaide Bailey Chris Marley Emma Tills Liz Svilane Neil Denning Antoine BERTHOUD Christopher Rainsford David Whitfield Priscila Moreira Simon Mélanie P. Hayden Dore Jorelle Fernando

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