Selected by my professor for this high-level industry collaboration, I developed a strategic campaign for HOKA in partnership with LuisaViaRoma and SOTF. We explored the concept of the ‘Third Space’—the communal environments where Gen Z socializes outside of home and work. We chose to center our campaign on the global clubbing scene, identifying it as one of the most inclusive and diverse spaces for our generation. By positioning HOKA within this high-energy, futuristic nightlife setting, we demonstrated that the brand’s signature comfort and functionality can be translated into a 'cool,' avant-garde aesthetic that resonates with a wide, eclectic audience.
