The campaign channels the same spirit. Shot by Ryan McGinley in the wilds of South Africa, it follows two runners moving through remote terrain, embracing the unpredictable. The design system translates that raw energy into something structured and intentional—balancing bold typography, layered textures, and a technical graphic language that speaks to precision and performance. The result is a flexible yet focused system built to adapt across every touchpoint, while staying cohesive, considered, and distinctly HOKA.

Working with Los York and the HOKA team, we built a design system that takes the raw energy of ultra running and distills it into something structured yet flexible; balancing bold typography, layered textures, and a technical graphic language that speaks to precision and performance. The work spanned everything from broadcast to banners and was delivered in the form of a global toolkit.