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Key Takeaways:
- HOKA’s “Far Out” campaign highlights the Mafate X shoe through raw storytelling filmed in South Africa.
- Los York handled creative, design, and production through its live-action division, LOS FILMS.
- The campaign shows how creative agencies can shape brand strategy by building full-funnel, experience-led narratives.
HOKA wants you to run until the map runs out.
The performance shoe brand’s latest global campaign spotlights its trail-blazing "Mafate X" in a raw, atmospheric film crafted by creative laboratory Los York and directed by Ryan McGinley.
Aimed at ultrarunners and adventurers, “Far Out” follows two athletes pushing through a remote South African terrain.
Each stride they make then becomes a test of perseverance and performance.
The Mafate X, designed for long-distance trail racing, gravel grinds, and 100-mile ultras, is positioned as the shoe for those who chase the wild, off the beaten path.
The campaign opens with sweeping visuals of untamed landscapes and showcases the shoe’s resilience across the elements.
“We’re grateful for the opportunity to collaborate with HOKA and legend Ryan McGinely to bring this campaign to life, representing a product that caters to a very specific audience,” LOS YORK executive creative director Scott Hidinger said in a statement.
“This campaign is meant to capture the grit, endurance, and adrenaline that comes with logging runs of over 100 miles. 'Far Out' is visual and visceral, and the team loved bringing it to life.”
HOKA turned to Los York not just for creative work, but for end-to-end execution.
The agency handled everything from strategy and design to post-production and global rollout, delivering a complete campaign toolkit.
Grit in Motion
“Far Out” isn’t just a name. It’s a mindset.
As brands seek deeper emotional connections and standout stories, creative agencies have taken on a larger role in building long-term brand marketing strategy.
That’s where Los York’s full-funnel approach comes in.
The Mafate X campaign spans broadcast, paid and organic social, and key visuals designed to resonate across platforms.
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The visual identity mirrors trail running itself — dynamic yet structured.
Bold typography and technical graphics give the look a performance-first sensibility, while textures and layered elements hint at the unpredictability of the outdoors.
In the hero film, McGinley captures the visceral tension of isolation and motion.
The runners aren’t smiling or striking heroic poses. Instead, they’re focused, tired, alive.
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The scenes feel lived-in, built to reflect the kind of headspace that only hits when you're miles deep with no signal.
It’s not about selling a shoe. It’s about reaching the kind of runner who doesn’t need directions... just distance.
Meanwhile, On recently teamed up with actress Zendaya for a retro-futuristic spot to tout its latest collection.
These creative agencies don’t just build brands — they reinvent them. Check out the best creative agencies:
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