Popular footwear brand HOKA just launched an innovative social-first content campaign with DJ, producer, and amateur runner Chris Luno.
Helmed by award-winning integrated creative network Ogilvy UK, Luno's partnership with HOKA is the first in a content series that will run on popular social media platforms.
The first episode of “In Full Flight” shows Luno jogging through the streets of Berlin wearing an outfit by HOKA, which includes the Mach X 2 running shoes, while he talks about how running inspires his creative process.
The campaign aims to bridge the gap between novice and intermediate runners in Europe.
“[HOKA] has 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,” Neil Denning, client partner at Ogilvy UK, said in a statement.
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The campaign rolled out on Instagram and YouTube, supported by CRM and paid media.
Running has remained one of the most popular sports worldwide.
In the U.S., nearly 50 million people run and jog while over 110 million people walk for fitness.
This offers a ripe opportunity for brands to leverage influencer partnerships to reach a wider audience and grow their customer base.
Running as Creative Inspiration
The spot opens with Luno introducing himself across a series of shots depicting him running.
His signature beats start playing in the background, while the camera shots switch between him running and DJing, connecting the sounds to the visuals.
When he says, "I'm always looking for that sound," the camera switches to everyday sounds created by tying shoelaces, running feet touching the ground, the sound of the pedestrian switch at the traffic light, and more.
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The shot changes again from him running to him working in his studio, creating a beat reminiscent of jogging.
This beat is then amplified with added tones, while the camera pans to him running through the streets of Berlin as he explains how running helps him find "that sound."
"I give in to it. I get into my zone, I find my flow, and then, I run with it," Luno says as the episode ends with the campaign title card.
Luno produced the soundtrack for the episode and curated a four-hour playlist with the optimal BPM for running on Spotify, enhancing the emotional connection and engagement with audiences.
DJing has grown as an industry with the introduction of new technology and easier access to music-sharing platforms.
Serato, a renowned audio software company, recently celebrated its 25th anniversary by releasing limited-edition vintage DJ control vinyls and launching its "Level Up" campaign that showcases how it innovates music production.
