Touch Grass -
HOKA Shoes
“Touch Grass” is a campaign built on a simple truth: people have forgotten what real running feels like. Between treadmills and trackers, everything about fitness has gone digital. So we brought it back to earth, literally.
Our team leaned into the tactile, analog side of HOKA’s trail running identity. We created a series of sensory-driven ideas that remind people what it means to run real: a vending machine that sells pouches of dirt and grass, living billboards made from moss and soil, shoe boxes lined with grass, and a vinyl record made entirely from running sounds. From an art direction standpoint, everything in the campaign is designed to feel natural and textural. Real materials, raw textures, and earthy tones replaced anything polished or digital. The result is a campaign that’s messy, human, and impossible to scroll past, just like the outdoors itself.
AD: Nathan Graham
COPY: Meagan Frew
STRAT: Daniel Medina
