Hoka launches glow-in-the-dark billboard

Shoe brand and retailer Hoka has unveiled a bold UV-responsive mural in Shoreditch, London.

The billboard, on Great Eastern Street, is part of the brand’s ‘Together We Fly Higher’ campaign. It glows in the dark using a combination of reflective paint and UV light accents.

It was devised in collaboration with digital agency Jellyfish, out-of-home firm Billups and advertising agency Global Street Art.

“This activation was a dynamic expression of our brand and the night time running story,” said Melanie Pillaud, head of media EMEA at Hoka.

“By working with Global Street Art, we created an immersive execution that energises the darkness and inspired runners to keep moving through winter, fuelled by the momentum of the New Year.”



Camille Uzan, senior direct investment director at Jellyfish, said the goal was “to bridge the gap between a physical art installation and a digital-first audience”.

“By combining the craftsmanship of Global Street Art with a precision-led paid media strategy, we ensured that the message of ‘Together We Fly Higher’ resonates far beyond the streets of East London,” she said.

Also published in: Retail Gazette