Mafate X
LOS YORK• Date added
• Date added
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
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
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.
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.
"'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."
LOS YORK
LOS YORK® is an award-winning creative company dissolving the boundaries between ideation and creation.
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