For the Long Run
Launching the HOKA Mafate 5
Case Study: HOKA
Photos: Jake Baggaley // Jake McKenna // John Summerton
Video: Summit Fever Media
For the UK launch of the HOKA Mafate 5 – created under the line ‘For The Long Run’ – the agency YEET partnered with Sidetracked Studios to create a UK and Ireland campaign celebrating women on the trail. Three female endurance athletes – Lucy Gossage, Charlotte Fisher and Jenny Tough – became the protagonists of three separate stories, each filmed, photographed and interviewed, in a landscape that is part of their lives.
The Client
HOKA is a performance footwear brand founded by trail runners and known for its maximal cushioning, smooth rocker geometry and inclusive ‘everyone is an athlete’ philosophy. The brand has grown from a niche choice for ultra and trail runners into a global name, with products designed to help people move further and more comfortably on road, trail and in the mountains.
The Brief
HOKA’s objective was to introduce the Mafate 5 as the shoe for serious trail distances while telling authentic, athlete-led stories that would resonate beyond a standard product launch. The campaign needed to:
Bring ‘For The Long Run’ to life through real athletes on real UK trails
Highlight the rise and visibility of women on trail
Tie each narrative to a strong sense of place
Deliver a hero in-store film supported by social cut downs, stills, editorial and newsletter content
Sidetracked Studios was responsible for producing the entire campaign end-to-end – from athlete casting and story development through to film, photography, written stories and coordinated distribution.
The Execution
The narrative begins in-store with our three athletes collecting their HOKA Mafate 5, sharing routes and pre-run rituals before heading out into their local landscapes. This transition from retail space to trail underpins the ‘For The Long Run’ idea – the purchase is not the endpoint but the gateway to bigger, more ambitious days outside.
On the trails, each athlete’s story is anchored in a place that reflects who they are: Lucy on rugged northern hills, Charlotte on the coastal paths of the Isle of Wight, and Jenny on Scottish mountain terrain. Interviews before and after the runs provided the material for voiceover-led audio, allowing each woman to explore themes of resilience, confidence and the changing landscape for women’s trail running in her own words.
The Production
Sidetracked Studios assembled a tight creative team of filmmakers, Summit Fever Media and photographers, including Jake Baggaley, Jake McKenna and John Summerton, to bring the stories to life. Journalist Daniel Neilson interviewed each athlete and wrote their stories. Across multiple shoot days, the team combined cinematic scene-setters, action shots and low angles to showcase both the athletes and the Mafate 5 in demanding terrain, adding a premium cinematic feel while keeping a documentary realism.
Sidetracked Studios was responsible for production logistics, on-location direction, athlete interviews and post-production. Each athlete story exists as a self-contained film and editorial feature, but despite using three photographers, all three are visually and tonally connected through consistent use of natural light, camera perspectives and a focus on the emotional side of the long run.
The Results
Organic Performance
The campaign significantly outperformed initial targets, reaching a far wider audience than expected. Engagement levels were particularly strong, with a high volume of video views and article reads surpassing expectations.
Media Amplification
The paid activation further amplified the campaign’s success, generating millions of impressions and strong engagement levels, well exceeding benchmarks. Video views performed particularly well, drawing sustained interest from the adventure and outdoor community.
Print & Newsletter Impact
The campaign extended beyond digital platforms, featuring prominently in Sidetracked’s print edition and newsletters, reaching a dedicated audience of adventure enthusiasts. The open rate and engagement levels reflected a strong connection with the story.
Conclusion
Through a carefully curated editorial and visual strategy, Sidetracked and Porsche successfully shifted brand perception within the outdoor industry. Soul Hunger resonated deeply with adventure enthusiasts, proving that the intersection of performance, sustainability, and exploration is more than just a marketing strategy – it’s a story worth telling.
View the project series here:
sidetracked.com/for-the-long-run/
Print magazines are at the heart of Sidetracked. Outside of our tri-annual magazine, we take on a limited number of bespoke projects. If you would like to see your brand story in print – from single-page cards, supplements, and books to bespoke magazines involving editorial, design, and print management, please get in touch and we can make it happen.