Los York Ventures Far Out for HOKA’s Mafate X

The creative company crafts a striking integrated launch campaign for HOKA’s premier trail running shoe

The trailblazing independent creative studio LOS YORK has teamed up with top-tier performance footwear and apparel brand HOKA on Far Out, a visually arresting global campaign introducing the Mafate X — the brand’s latest trail running innovation, built for die-hard racers, gravel adventurers, and ultra-distance runners. Set against the wild terrain of South Africa, the campaign trails two athletes navigating remote, unpredictable landscapes. The Mafate X is rigorously tested throughout, proving it’s engineered to conquer extreme elements, elevation, and uncertainty. Made for those who chase the edges of the earth, Mafate X performs best where the path vanishes. Far Out is more than a slogan — it’s a philosophy, a tribute to those drawn to the untamed.

LOS YORK harnessed its full creative arsenal for the campaign, overseeing everything from ideation and design through to post-production and the rollout of a global toolkit. Deliverables included top-tier broadcast films, standout key visuals, and a mix of paid and organic social content, covering every key channel. The flagship spot, alongside product and social films, was directed by renowned photographer/director Ryan McGinley and produced by LOS FILMS, the company’s live-action arm.

The campaign’s design system channels the raw spirit of trail running into a bold, deliberate aesthetic. With a blend of impactful typography, layered visuals, and a technical, performance-driven graphic style, the system feels cohesive, intentional, and adaptable.

“We’re proud to have joined forces with HOKA and the legendary Ryan McGinley to realize this campaign, highlighting a product tailored to a uniquely driven audience,” said LOS YORK executive creative director Scott Hidinger. “This campaign aims to evoke the grit, stamina, and thrill that comes with tackling 100-mile runs. FAR OUT is both visual and visceral, and the team loved bringing it to life.”