Overview

An Olympic gold medalist stepping into the chaos and charm of New York became the backdrop for HOKA’s Bondi 9 launch, as Suni Lee’s personal journey intersected with the city’s relentless energy.

HOKA partnered with us to announce Olympic gold medalist Suni Lee as their newest global ambassador during the launch of the Bondi 9 shoe. The creative goal was to tie Suni’s move to NYC with her personal and professional journey, blending her well-known resilience with the energy of the city. In a single-day shoot, we aimed to capture content that would resonate with both Suni’s dedicated fanbase and HOKA’s running community.

Challenges & Approach

The main challenge was producing a wide range of photo and video assets in one day. We developed a creative plan that maximized every setup. TikTok content focused on movement and discovery, Instagram reels balanced authenticity with product integration, and documentary-style footage provided deeper storytelling for YouTube.

The Result

The campaign delivered an array of photos and six distinct video pieces of content optimized for three platforms over six months. Performance highlights included over 106,000 combined likes, 1,500+ TikTok shares, and one Instagram reel surpassing 42,000 likes, the top performer of the entire campaign. The sustained engagement months after launch demonstrated the lasting value of the content, while the efficient production proved our ability to deliver high-impact storytelling under tight timeframes.