hoka

a speculative campaign and pop-up for the hoka clifton 9.

running culture is built on a lie. glory shots, finish-line smiles, perfect form. most runs look nothing like that. most are slow and awkward and full of walk breaks and inner negotiation.

hoka is for the person who keeps going when it stops looking good. the category still sells aspiration.

run ugly speaks to three movers equally. giulia, 24, a student in navigli, runs to stop overthinking. marco, 34, an architect in porta romana, walks everywhere and calls the city his gym. anna, 62, retired in brera, moves to stay in the world, with briciola, her paw baby.

the ugly lab is a pop-up in navigli built in four zones. the crack, the confession wall, the ugly run zone, the kit drop. at the centre is the ugly run test: sixty seconds of your real form on a treadmill, filmed, and a clip to share if you dare. it runs out across social as #runugly, #walkugly and #theuglylab.