Documenting HOKA’s brand activation at the Berlin Marathon
HOKA commissioned me to document their entire brand activation around the Berlin Marathon. Over four days, I photographed a series of events across Berlin — from an intimate crew dinner and community runs to a DJ set in a HOKA-branded Späti and, finally, the energy of Marathon Sunday.
The brief wasn’t simply to photograph individual events. The aim was to create a visual record of the complete weekend: the people, running culture, atmosphere and community surrounding HOKA’s presence in Berlin.
The weekend started on Thursday with a dinner organised together with Optimistic Runners for HOKA employees, key opinion leaders and friends of the brand.
Friday changed pace completely with Pace to the Bass: around 200 runners moving through Berlin behind a DJ playing a live set from a bicycle. Running, music, city streets and smoke from flares made it one of the most energetic events of the weekend.
Saturday began with a smaller shakeout run organised with Optimistic Runners, followed by a get-together at their store. Later that day, the setting changed again when HOKA took over and rebranded a Berlin Späti for a DJ set.
Then came Marathon Sunday.
HOKA created a cheer zone along the Berlin Marathon course — bringing together runners, supporters, athletes, music and the energy that had built throughout the previous days.
What a great weekend. Big thanks to HOKA for putting their in me.
Client: HOKA
Location: Berlin, Germany
Assignment: Brand activation & event documentation
Event: Berlin Marathon
Photography: Ulrich Schuster
