We created a campaign for the Nordstrom x Hoka collaboration that positions Hoka within the streetwear space, expanding its presence beyond performance and into lifestyle.
The goal was to align with a younger, style-conscious audience while maintaining the brand’s signature sense of playfulness, energy, and approachability. Visuals should reflect a shift toward fashion-forward storytelling, helping Hoka feel at home in both athletic and everyday style environments.
Blend streetwear aesthetics with Hoka’s playful identity by capturing models in energetic, expressive poses styled in elevated, everyday looks. Shot in a city park, the environment offers a casual urban backdrop that feels authentic and relatable. Select shots use a fisheye lens to add a touch of distortion and movement—bringing in a playful, unexpected edge without overwhelming the overall look.
Leading Creative Concept, Development, Execution
Worked with the Nordstrom Media Network and Dentsu’s Merkle, to conceptualize ‘Fresh Steps’ campaign. From strategic insights for a men’s audience 18-40 we targeted a streetwear customer. The mix of spontaneous moments, natural light, and confident styling creates a campaign that feels both grounded and fashion-forward, expanding Hoka’s presence into the streetwear space while staying true to its optimistic core. The campaign produced over 20+ images for social, 3 large OOH signs, and a CTV digital commercial.
