HOKA's Shoreditch mural only wakes up after dark, glowing under UV for winter runners

HOKA was running its global 'TOGETHER WE FLY HIGHER' campaign across London, Paris and Berlin and wanted a physical execution for its night-running story in the darkest weeks of the year, aimed at runners holding onto their New Year's resolutions through January.

With digital agency Jellyfish, OOH specialists Billups and street-art agency Global Street Art, HOKA covered a wall on Great Eastern Street, Shoreditch in reflective paint with UV light accents. Live from early January to 7 February 2026, the artwork transformed at sunset, glowing to pick out runners' headlamps and reflective apparel details — mirroring the low-light performance of HOKA gear.

The source records no measurable results. It gave the multi-city campaign a physical landmark that performs only at the hour its audience actually runs, and carried a digital-first media plan onto the street; HOKA EMEA's media head called it a dynamic expression of the brand's night-time running story.

In the dark weeks of January 2026, HOKA unveiled a UV-responsive mural on Great Eastern Street in Shoreditch, East London, as the latest chapter of its global 'TOGETHER WE FLY HIGHER' campaign. Painted with reflective paint and UV light accents together with Jellyfish, Billups and Global Street Art, the piece transformed as the sun set: by day a wall, by night a glow that highlighted runners' headlamps and reflective apparel — the mural demonstrating in situ what HOKA's low-light gear is for.

The activation ran from early January until 7 February and served as 'a beacon of inspiration' for runners maintaining New Year's resolutions through the colder, darker month. HOKA's head of media EMEA Melanie Pillaud said working with Global Street Art created 'an immersive execution that energises the darkness.' Jellyfish paired the installation with a paid media strategy, framing the goal as bridging 'a physical art installation and a digital-first audience.'

London was one hub of the campaign's European span — London, Paris and Berlin — which HOKA described as celebrating visibility and the community spirit of night-time running.

The medium is the demo: paint that reacts to light proves the reflective, low-light performance story HOKA sells — on the street, at the hour runners actually run.

Scarcity by design: 'off' for most of the day, the work becomes a discovery for the night-time audience it addresses.

Ties a global campaign line, TOGETHER WE FLY HIGHER, to one hyper-local execution tuned to a single street and season.

Match the medium's on-time to the audience's on-time: street work that only performs at night speaks loudest at the moment its runners are out — visibility as message and product demo at once.

The mural came down after its planned run ended on 7 February 2026, with the campaign continuing across European hubs. The source records no measurable outcomes.