Overview

In Jigjiga, Ethiopia, a single race pulled together runners from five regions, united by the vision of Ahmed Muhumed and the community spirit HOKA set out to champion.

HOKA partnered with us to tell the story of athlete Ahmed Muhumed and his return to his hometown of Jigjiga, Ethiopia. The project centered on an event Ahmed organized, a race bringing together local talent from five nearby regions to compete for prize money and unite the community. Our goal was to share Ahmed’s personal journey and highlight the initiative, reflecting values that align with both HOKA and their audience while delivering an engaging, emotionally resonant piece.

Challenges & Approach

Filming in Jigjiga, near the Somali border, required careful logistical planning and cultural sensitivity. We approached production with a focus on both safety and authenticity, ensuring that the footage respected the local culture while meeting HOKA’s brand goals. From concept through post-production, we shaped the story to balance the emotional depth of Ahmed’s connection to his community with the energy and excitement of the race itself.

The Result

The final content was released across HOKA’s digital platforms, earning over 206K views on Instagram and performing at 4.5× their average view count on YouTube. The piece successfully showcased HOKA’s commitment to empowering athletes and communities, while amplifying Ahmed’s story to inspire audiences worldwide.