Mafate X: Spot

• Date added

3 June 2025

Mafate X is HOKA’s pinnacle ultra running shoe, built to handle the elements, the elevation, and the unknown. Designed for runners who seek out the edges of the map, it 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 Angeles-based creative company LOS YORK brought the campaign to life by leveraging its multidisciplinary capabilities, including creative development, design, post-production, and global rollout, resulting in a cohesive, considered, and versatile campaign that channels the grit, endurance, and adrenaline of 100-mile runs.

Client

Hoka

Year

2025

HOKA

Senior Director Global Brand Creative - Head of Creative

Xavier Jacob

Director, Global Integrated Marketing and Brand Experience

Charis Anton

Global Brand Creative Director

Adam Larson

Mafate X: Full spot
Information

The campaign was shot in the remote, rugged landscapes of South Africa with renowned photographer and director Ryan McGinley. The raw, unpredictable terrain informed a design system that balances structure and energy, capturing the spirit of trail running without becoming visually chaotic.

Inspiration came from topographical maps, archival outdoor gear manuals, race bibs, GPS interfaces, and geological diagrams. Each reference helped shape a design language that feels both visceral and precise.

Mafate X: Brand expressions
Mafate X: Motion
Mafate X: Brand expressions
Mafate X: Outdoor ad
Mafate X: Motion
Mafate X: Imageries
Design System

The modular system is built on a flexible grid that accommodates imagery, data, text, and motion across all touchpoints, from broadcast and key visuals to paid and organic social. Bold typography, layered textures, and a technical graphic language reflect the product itself: a feat of engineering as much as a piece of gear.

A defining element is the hero color, a striking elemental orange that evokes heat signatures and high-vis utility gear, standing out against rock, dirt, and sky.

Mafate X: Brand expressions
Mafate X: Outdoor ad
Mafate X: Brand graphic
Mafate X: Outdoor ad
Mafate X: Social assets

“‘Far Out’ is both visual and visceral, and the team loved bringing it to life. This campaign is meant to capture the grit, endurance, and adrenaline that come with logging runs of over 100 miles.”

Scott Hidinger

Executive Creative Director, LOS YORK

Mafate X: Brand graphic
Mafate X: Brand graphic

LOS YORK

LOS YORK® is an award-winning creative company dissolving the boundaries between ideation and creation.

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