Hoka Launched New Campaign for NYC Marathon
The brand is targeting local runners and marathon participants with digital billboards and community events.
Updated on Sept. 29, 2026 in Running
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Hoka has launched a marketing campaign across New York City featuring runner progress data on digital billboards ahead of the marathon. The initiative aims to connect with the city's large community of marathon participants and training athletes.
Why it matters
By engaging directly with the training community and personal record-chasers, the brand seeks to move beyond traditional advertising to build long-term conversation among local runners. This strategy follows a period of financial growth for the company's parent firm.
Deckers Outdoor Group reported $704 million in Hoka global revenue during the first quarter of 2026, marking a period of growth for the parent company. These financial figures are paired with a 13% year-over-year rise in sales and administrative expenses.
The players
Hoka
An athletic footwear and apparel brand known for performance running shoes.
Deckers Outdoor Group
The parent company of Hoka that oversees global operations and financial reporting for the footwear brand.
The details
The campaign utilizes a media mix including digital out-of-home billboards that function as borough-specific scorecards for runners using a sponsored Strava challenge. Beyond digital tracking, Hoka has incorporated six creator partnerships and advertisements on Meta and TikTok platforms to reach tourists and first-time marathoners.
Timeline
2025: 59,000 people finished the New York City Marathon.
Q1 2026: Hoka generated $704 million in global revenue.
July 2026: Deckers Outdoor Group released its first-quarter earnings report.
October 3, 2026: Hoka will host a block party in New York City.
Health Landscape
The use of Strava challenge data allows brands to engage with the fitness community in a way that traditional, passive advertising cannot match. This campaign follows a pattern of digital integration within the running industry by leveraging data to bridge virtual training with physical events.
Local runners can monitor their performance progress through the Hoka-sponsored Strava challenge as part of their marathon preparation. It is worth discussing your training load and recovery schedule with a professional coach or doctor to ensure you remain prepared for race day.
The takeaway
Large-scale athletic events often bring new opportunities to engage with local health communities and training resources. Runners may want to track their progress through community-based platforms to stay motivated and informed during their marathon preparation cycle.
What happens next
Hoka is scheduled to host a block party in New York City on October 3, 2026.
Further reading
For more on the training landscape in the city, see our Running section for additional insights.
Source note: This article includes information reported by Digiday.
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