HOKA The Speedgoat Quest

Why test a trail shoe for 5km when you can run 200km in it?

Challenge
Bringing trail running to the city
The Speedgoat is one of HOKA’s most iconic trail shoes. But how do you introduce a new generation to runners in cities who might be curious about trail running, but haven’t yet made the jump?
We needed to reach these potential trail runners where they live, create an original reason to engage with the Speedgoat 7, and give them a genuine taste of what the shoe and trail running culture are all about.

Insight
Why test a trail shoe for 5km when you can run 200km in it?
A trail shoe like the Speedgoat 7 deserves something else than just a quick test run. Its real character reveals itself through distance, fatigue, repetition and determination.
At the same time, new formats like the Backyard Ultra are bringing a new energy to trail running.
We saw an opportunity to turn this format into a product testing experience that would bring the true spirit of trail running to a wider array of runners.

Creative Answer
The Speedgoat Quest
We created the Speedgoat Quest, a European run test designed to find the GOATs: the Greatest Of All Trailers.
The journey travelled across 9 locations, including Paris, London, Snowdonia by UTMB, Berlin, Zusgpitz by UTMB, Milan, Val d’Aran by UTMB and Annecy for the Finals.
Each gave runners the chance to put the Speedgoat 7 to the test in a format inspired by the Backyard Ultra
Alongside the physical experience, we created Strava segments and drive-to-store mechanics, extending the challenge beyond the events and connecting the digital running community with HOKA retail, while telling the wider story on @hoka_eu social channels through content we captured at each stop.
The strongest performers, alongside selected local running crew members and trail runners, were then invited to Annecy for the ultimate challenge.

The Final
Annecy Backyard: the end is the beginning
To crown the Greatest Of All Trailers, we brought the Quest back to Annecy, where the HOKA story began, for a final Backyard Ultra.
We transformed a warehouse into race HQ and welcomed 99 runners for a challenge that would last not just through the day, but through the night, and into the next day.
One 6.7km loop every hour. No finish line.
For 31 hours, runners pushed their limits through the forest, while supporters and volunteers helped create the unique atmosphere that makes the Backyard format so special.

Results