2015—TO DATE
HOKA Brand Narrative Director
I helped shape the current HOKA brand alongside Lee Cox (VP Sales and Marketing) during a period of rapid growth from $60M to $600M, establishing a distinct tone of voice and re-grounding the brand in its origin story.
Following a company-wide listening tour, I worked across the organization to bring clarity and consistency to brand decisions, from strategy and briefing through to consumer interpretation and product naming, ultimately acting as a brand steward as the company scaled.
I led creative direction for HOKA’s key global partnerships, including IRONMAN and UTMB, overseeing work from initial vision and strategy through to final execution across teams and organizations.
TONE
ORIGIN STORY SNIPPET
Radical change often comes about in trying to solve a simple problem. Our original goal was to improve endurance race times by creating a shoe that helped you run downhill faster, safer and with more control. In doing so, we inadvertently reinvented the running shoe…
That first HOKA shoe was met with ridicule by the running shoe establishment, but embraced by runners. Those runners started winning races, and shoe buyers sat up.
2022 - 2024 COLLABORATIVE CAMPAIGNS WITH IRONMAN AND UTMB SAMPLES
These campaigns share human stories of transformation, overcoming adversity, or reaching heights not thought possible.