As Creative Director in collaboration with a small team at Hovercraft, I helped define HOKA’s presence at the Western States Endurance Run, creating a cohesive brand experience from pre-race activations in Tahoe through the finish in Auburn.

The work spanned creative direction, spatial design, branding, graphics, and production coordination across multiple locations and partners over several days. The result was a connected system of environments and touchpoints built to support runners, crews, and the community across all 100 miles of race week.

Agency Partner: Hovercraft Studio

Production Partner: Soul Focus
Production Partner: Field Kit
Videographer: Thomas Woodson