For the 2026 Chicago Marathon, we partnered with HOKA to bring Fly Station to life, a multi-day brand experience celebrating the intersection of running, music, and community.

Located in Chicago's River North neighborhood, Fly Station transformed a downtown space into a destination for runners and fans throughout marathon weekend. The experience brought together HOKA's latest performance footwear, product trials, live DJs, local running crews, conversations, and hands-on customization, all designed to capture the energy and culture surrounding one of the world's biggest races.

Our team helped shape the experience from concept through execution, leading creative direction, spatial and environmental design, and the development of a cohesive visual world. From the exterior identity and immersive product displays to the listening lounge, branded installations, signage, and custom details, every element was designed to connect HOKA's performance innovation with the people and culture of Chicago.

The result was a vibrant gathering place that brought runners together, celebrated the local community, and extended HOKA's presence beyond the marathon course.

Scope: Creative Direction, Experience Design, Spatial Design, Environmental Graphics, Art Direction

Client: HOKA

Agency: Hovercraft

Location: Chicago, Illinois