The HOKA Refuge de La Flégère and the HOKA Viewpoint
Challenge
UTMB brings together a unique mix of communities: runners, hikers, supporters, media and creators, all experiencing Chamonix and the mountain in different ways.
For HOKA, the challenge was to create a presence that felt useful and relevant to each of them, while standing apart from the increasingly crowded event landscape.
We wanted to build something that could live across the mountain and become part of the UTMB experience itself.
Creative Answer
We created a network of HOKA touchpoints across the mountain, each designed around the needs of a specific community.
At the HOKA Refuge de La Flégère, hikers and running communities could discover the HOKA Shoe Bar, test product in its natural environment and explore the history of UTMB.
For supporters, the ‘Let’s Fly Chamonix’ gondola offered a unique way to get closer to the race and experience the action.
At the final aid station, runners step into a HOKA HOKA space, to pause, recharge and prepare for the final descent towards the finish line.
And overlooking the race, the HOKA Viewpoint became a dedicated basecamp for media and creators, providing a space to work, connect and capture the action from the heart of the mountain.
A HOKA experience built around the mountain, and the communities who come to experience it.
Creative PARTNERS 