Los York goes far out with HOKA's Mafate X
The independent creative studio creates gorgeous 360 degree integrated launch campaign for HOKA’s pinnacle trail running shoe.
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The pioneering independent creative company Los York has collaborated with the leading performance shoe and apparel brand HOKA on Far Out, a stunning global campaign that launches the brand’s new trail running shoe the Mafate X, designed for trail racing fiends, gravel grinders, and 100-milers.
The campaign features the Mafate X in the untamed landscapes of South Africa, following two runners pushing through remote terrain, embracing the unpredictable. The new shoe is put through the paces in the campaign, demonstrating how it is built to handle the elements, the elevation and the unknown. Designed for runners who seek out the edges of the map, Mafate X thrives where the path disappears. Far Out isn’t just a tagline; it’s a mindset, a call to those who chase the wild.
Los York leveraged all of its multidisciplinary capabilities in the campaign, from creative development, to design, to post and through delivery of a global toolkit. The executions span upper-funnel broadcast films and high-profile key visuals to paid and organic social, covering every touchpoint. The hero spot, product and social films were directed by photographer/director Ryan McGinley and produced by LOS FILMS, the creative company’s live action division.
Credits
View on- Agency Client Direct
- Production Company Los York
- Director Ryan C McGinley
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Credits
View on- Agency Client Direct
- Production Company Los York
- Director Ryan C McGinley
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Client Direct
- Production Company Los York
- Director Ryan C McGinley
The design system of the new campaign takes the raw energy of trail running and distills it into something structured and intentional. It’s built to be flexible yet deliberate, balancing bold typography, layered textures, and a technical graphic language that speaks to precision and performance. The result is a system that feels cohesive, considered and versatile.
“We’re grateful for the opportunity to collaborate with HOKA and legend Ryan McGinely to bring this campaign to life, representing a product that caters to a very specific audience,” said Los York Executive Creative Director Scott Hidinger.
“This campaign is meant to capture the grit, endurance, and adrenaline that comes with logging runs of over 100 miles. FAR OUT is visual and visceral, and the team loved bringing it to life.”
