HOKA sets the pace

Told through the eyes of high-performance athletes this new campaign for HOKA is a comprises three three-minute films that delve into the stories, motivations and sacrifices that define the rarely seen world of pacing and guiding.

Created by Stink Studios and directed by Dan Dewsbury, the campaign, called Keeping Pace, places the spotlight on pacers and guides who, while usually in the background, play a critical role in an athlete's success. Pacers are competitive athletes in their own right, driven not by personal glory, but by purpose and Keeping Pace celebrates that mindset, exploring the precision, trust and quiet leadership that helps others achieve the extraordinary. It’s a portrait of team spirit in a sport often seen as solitary, and a fresh look at what it really takes to go the distance.

The series of three films include one, Duncan & Maxime [above] looks at the unique partnership between visually impaired runner Maxime and HOKA athlete Duncan. Another, Noah [below], follows a distance runner as he discovers the power of pacing while leading an Olympic group through the gruelling Amsterdam Marathon. The third film Manon & Patrick [below], sees a father and daughter train side by side for the 100-mile trail race Hardrock 100, where he will pace her for the first time. 

“This series is not just about telling stories," said Cameron Temple, ECD at Stink Studios, "but using the incredible insight of elite HOKA athletes to inspire more runners.”