HOKA transforms Bondi with large-scale activation, via Emotive
Footwear retailer HOKA is taking over Bondi Beach this weekend, with a large-scale activation to launch its newest shoe, the Bondi 9, via Emotive.
The North Bondi Surf Life Saving Club has been turned into the ‘Cushion House’, inspired by the Bondi 9’s max cushioned midsole technology, allowing runners of all levels to explore the latest innovation in ultra-cushioned running.
Over four days, the community event also includes daily coastal runs with HOKA athletes and Bondi locals, breathwork sessions, healthy snacks and drinks, a merch customisation station, a daily DJ set, plus, a unique HOKA ‘cushion walk’ upon arrival, all against the backdrop of Bondi Beach.
The introduction of the original Bondi shoe in 2011 was described as revolutionary to the running world, as the balance of extremely light weight materials with maximum cushioning had never been seen before.
Head of HOKA, Matt Adams, said the goal was to celebrate with the community that the historical running franchise was inspired by.
“The Cushion House was designed to be a representation of the Bondi 9 – max cushioning for all. Over the coming days, we will celebrate with the Sydney community through a number of run clubs, masterclasses and guest interviews,” he said.
“As our third successful activation with Emotive, the Cushion House has set the benchmark for how HOKA will continue to engage in the community.”
Emotive’s head of brand experience, Rebecca Gelao, added: “To host a launch of this scale for a brand like HOKA is epic. Turning an iconic heritage building into a cyclone-rated replica of the iconic maximalist HOKA Bondi 9 sole is the stuff brand experience dreams are made of.
“What was so important to us was that the level of detail and craft in the build and the immersive experience, right down to every inch of the exterior being cushion-like , reflected the design quality of the product itself.”
Heavily leaning into Emotive’s re-worked ‘fame’ offering, the Cushion House experience is unfolding across social media, influencer content, and PR, alongside an above-the-live campaign.
Emotive’s CEO, Simon Joyce, said now more than ever, fame is what sets brands apart and connects them with communities more meaningfully, and the Cushion House by HOKA does exactly that.
“But it’s not just about the activation,” he said.
“This is a multi-layered campaign that leverages Emotive’s fame specialisms, including social, talent, PR, and brand partnerships working together to take the Bondi 9 story global. It’s an incredible brand and we feel especially privileged to partner with the HOKA team.”
The Cushion House is open to the public from Friday January 24 – Sunday January 26 from 6am-7pm.
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