Drawn Agency

For the 2024 US Olympic Trials in Eugene, Oregon, Hoka’s Field Marketing team organized an event for their sponsored athletes, friends, and the local community. A collaboration with the Internationally-acclaimed ColdFire Brewing provided both a venue for the event, as well as a collaboration beer, event tokens and swag, and prize boxes for the evening’s trivia gameshow.

As with any collaboration between friendly brands, Drawn Agency kicked off the project by outlining the brand personalities of both Hoka and ColdFire. The colorful and spirited attributes of Hoka were then blended with the elemental and geometric attributes of ColdFire to build a language that was both sophisticated and lively.

The Hoka Hazy IPA beer became central to the evening and throughout the Olympic Trials. The bright cans reflected the iconic Hoka colorways and added an energetic kaleidoscope to the evening, extending to custom tap handles and VIP gift boxes.

The gift boxes were built of solid walnut the size of a medium Hoka shoe box. The walnut lid included an engraved track that wraps around all sides with twists and turns that are typical of longer races. Inside the box was a collaboration beer, a pint glass, and a laced token to pick up a pair of Hoka shoes at a nearby running store. The back of the token was engraved with a QR code providing running directions to the store.

The entire insert was made of wood and removable so it could become a shoe box for the prized shoes once fitted and received. The base of the box was spray painted in multiple red hues to embrace Hoka’s bright personality, and featured a shoebox-inspired sticker etched into the box to commemorate the occasion.

The evening was MC’ed by Aaron and Joshua Potts from the 2 Black Runners Podcast, who brought the energy and carried the entire evening with Olympic-themed trivia questions, words of inspiration, and handing out the prized collaboration boxes.

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