To launch the new HOKA Mafate X — the brand’s ultimate trail running shoe — we brought the mountains to Manhattan, giving top runners a chance to test it in a 48-hour immersive desert experience in the heart of NYC.
What made the Mafate X launch truly immersive?
Runners stepped into a Joshua Tree–inspired environment filled with native flora, wind simulation, and heat control. The treadmill was set into rocky terrain, creating an authentic trail feel that challenged and captivated both runners and onlookers.
How did the reactive technology elevate the experience?
An infinite Unreal Engine backdrop generated new desert landscapes in real time, matching the runner’s pace so that no two runs were ever the same. The faster they ran, the faster the world blurred by. Lighting dynamically shifted from morning to noon to dusk, evolving with every stride.
Why does this matter for HOKA and the trail community?
The installation reconnected HOKA with its core ultra-running audience while drawing in a broader crowd. By bringing trail elements into an urban environment, the brand reignited its heritage of performance and adventure — proving the Mafate X was built for any terrain, even the city.
How did the installation function like Out-of-Home media?
Between runners, the structure became a 3D billboard — displaying Mafate X visuals and footage of elite athletes tackling ultra trails. The hybrid nature of live experience and media spectacle delivered visibility, impact, and talkability akin to large-scale OOH campaigns.
This professional campaign, titled “The HOKA Mafate X Launch”, was created by Jellyfish Global for HOKA and published in the United States in May 2025.
FAQs about this campaign
What was the HOKA Mafate X ‘Far Out’ Experience?
A 48-hour immersive installation in Manhattan that simulated the Joshua Tree desert with controlled climate, native flora, and a live Unreal Engine backdrop for the Mafate X launch.
Where and when did it happen?
In New York City, United States, in May 2025. The installation ran continuously for 48 hours.
How did the technology work?
An infinite Unreal Engine backdrop generated dynamic landscapes in real time, matching the runner’s speed and simulating light transitions — morning, noon, and dusk — for deeper immersion.
Why is it relevant for OOH and experiential marketing?
It combined physical experience and media presence — acting both as an immersive event and a 3D billboard — creating frequency, visibility, and word-of-mouth similar to OOH impact.
Who created the campaign?
The campaign was created by Jellyfish Global for HOKA and published in the United States in May 2025.
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