Creative PARTNERS

Talented vs Untalented Campaign

Overview

At PRIMR✿SE, we thrive alongside sports communities, and few are as vibrant and unpredictable as Jolie Foulée. For Paris Half-marathon, we teamed up with HOKA to launch the Cielo X1 2.0 in a way that captured everything Jolie Foulée represents: energy, fun, and a little bit of chaos.

Challenge

HOKA needed an authentic way to connect with urban running culture while launching their latest performance shoe. The challenge? Engaging running communities in a campaign that felt organic, inclusive, and high-energy.

Our approach

We designed a three-phase activation leading up to and surrounding the Paris Half Marathon, ensuring that HOKA’s presence felt natural and deeply embedded in the running community and Jolie Foulée’s unique tone.

1. Before the race: we introduced Untalented vs Talented, a campaign that showcased a new squad of Jolie Foulée runners and the latest HOKA gear. With a mix of playful rivalry and serious race-day prep, we built anticipation while highlighting the shoe’s performance and personality.
We developed a bespoke art direction, illustration style assets for social media, pretty cool merch, product photography and video content bringing Jolie Foulée’s Untalented vibes to screen.

2. During the race: as the full Jolie Foulée crew hit the streets, we took over the @hoka_eu Instagram Stories, bringing the signature energy straight to the audience. Live, unfiltered content captured the action from within the race, giving followers a firsthand look at the team’s experience in real time.

3. After the race: no Jolie Foulée event is complete without a celebration. We wrapped up the day with an after-party at Point Ephémère that we organised, where over 200 guests gathered to toast their efforts. The night blended sport and culture seamlessly – exactly what HOKA set out to embrace.

This project was everything we love: great vibes, great people, and a brand that understands the culture. By collaborating with Jolie Foulée, we helped HOKA create a campaign that went beyond a shoe launch to become part of the running culture.