2015—TO DATE

HOKA, Creative and Brand Strategy Consultant



After a company-wide listening tour at HOKA, I made myself available to help departments with challenges from briefing to strategy, consumer interpretation to product naming. Superficially an immediate problem solver, but ultimately a HOKA brand advocate and guardian.

One of my principle tasks has been to bring those depts together to hear their industry-experienced voices, but more their hopes and desires of how a future company could take a different path in this playbook-oriented industry.

Leading creative development of the key collaborative marketing effort (Humans of HOKA campaign) between HOKA and IRONMAN from initial vision, strategic direction, creative concept through final execution.



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…

Founders, Jean-Luc Diard and Nico Mermoud.


I'm competitive, I like going fast, I love running downhill, I love running uphill, I love passing people out, it relieves stress, Jazzercise blows, I can't help it, Strava made me do it, why walk if you can run, it helps my head, it saves my marriage, I can't stop, I love it, I hate running, I play soccer, it's good for my health, I like the sense of accomplishment, because I need to, I'm training for a marathon, it's good for me, because it's hard, I need to lose weight, I want to get fit, I want to run a marathon in 2:20, I like beer, I run with my wife/husband/best friend/dog/running group, it makes me happy, it makes me feel like a kid, freedom, it's easy, I love running in the rain, I got a runner’s high once, my dad died of heart disease, to feel like I’m using my body, I want to break my personal best/national record/Olympic record/World record, it makes me feel good, to have the perfect run, I've always run, I get to eat what I like, I like ice cream, I love being out on the trail, it's cool being the only one awake, I like to let go when I can. 


The campaign shares human stories of change, overcoming adversity, or reaching heights we didn't think were possible.