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Retail
Campaign
HOKA Bondi 9 Pop-Up: An immersive brand experience
HOKA Bondi 9 Pop-Up: An immersive brand experience
Challenge
Go beyond traditional retail promotions
HOKA wanted to go beyond traditional retail promotions and engage consumers in a sensory-driven experience that brought the Bondi 9’s core features—maximum cushioning and support—to life. The objective was to generate brand awareness, drive in-store engagement, and create social media buzz within Hong Kong’s running and lifestyle communities.
Solution
Bondi 9: Immersive brand journey
Branding Records developed a multi-faceted brand experience, blending immersive design, interactive activations, and strategic collaborations to highlight the Bondi 9’s key attributes.
- The Pop-Up Installation: A Walk on Bondi:
To translate HOKA’s plush cushioning technology into a real-world experience, Branding Records Agency conceptualized and designed a surreal pop-up at Fashion Walk in Causeway Bay. The installation invited guests to step into an otherworldly environment, mimicking the sensation of walking on clouds—just like wearing the Bondi 9. - Strategic Collaboration with Hypebeans Café :
To elevate the engagement, HOKA partnered with Hypebeans Café, integrating a multi-sensory component into the campaign. Guests who purchased the Bondi 9 at the Fashion Walk store received a complimentary HOKA-branded water bottle and a voucher for a hot beverage topped with HOKA marshmallows at Hypebeans Café. Additionally, café visitors received HOKA-branded marshmallow toppings with every hot drink, creating a delightful fusion of lifestyle and performance branding. - Social Media Activation: The Bondi 9 Tram Parade Challenge :
To extend the campaign’s reach beyond the physical pop-up, HOKA launched the Bondi 9 Tram Parade Challenge. Running from January 17 to February 6, 2025, participants were encouraged to upload photos or videos of the Bondi 9 tram parade on Instagram. By tagging @hoka_hongkong and using #BONDI9HK, users had the chance to win a HOKA water bottle, reinforcing brand engagement and amplifying online visibility.
Outcome
A multi-dimensional brand journey
Results:
- High Foot Traffic & Engagement: The Fashion Walk pop-up successfully attracted running enthusiasts, lifestyle influencers, and brand fans, delivering a truly immersive experience.
- Enhanced Brand Sentiment: The collaboration with Hypebeans Café positioned HOKA as not just a performance brand, but a lifestyle icon.
- Social Media Buzz: The Bondi 9 Tram Parade Challenge encouraged organic user-generated content, driving awareness beyond the activation period.
HOKA Bondi 9 a multi-dimensional brand journey that combined physical, digital, and experiential elements. By designing a tactile pop-up, leveraging lifestyle partnerships, and integrating digital engagement, we crafted a campaign that not only showcased HOKA’s product innovation but also deepened consumer connection with the brand.
