Overview

An immigrant story, a father’s devotion, and the relentless pursuit of athletic dreams converge in Futsum Zienasellassie’s journey, a portrait of resilience and quiet strength.

HOKA partnered with us to tell the story of professional runner Futsum Zienasellassie, an intimate portrait of his life as an immigrant, father, and elite athlete. The piece explored his journey of perseverance, his deep commitment to family, and the unwavering faith in himself that fuels his pursuit of his dreams. The goal was to connect audiences to the person behind the performances, reinforcing HOKA’s dedication to authentic athlete storytelling.

Challenges & Approach

Our approach focused on capturing Futsum’s story in a way that balanced personal depth with athletic ambition. We worked closely with HOKA and Futsum to ensure the narrative honored his personal history, while also framing his athletic career within the broader themes of resilience and belief. Visually, we blended intimate lifestyle moments with training and race footage, using tone, pacing, and music to reflect both his grounded nature and competitive spirit.

The Result

The final video offered a moving, multi-dimensional view of Futsum, resonating with HOKA’s audience by highlighting universal themes of perseverance, family, and self-belief. Released across HOKA’s digital channels, the piece strengthened the brand’s connection to its athletes and furthered its reputation for telling meaningful, human-centered sports stories.