Hoka Mafate X

Mafate X is HOKA’s pinnacle ultra-running shoe—built for the elements, the elevation, the unknown. Designed for those who seek out the edges of the map, the campaign channels the same spirit. Shot by Ryan McGinley in the wilds of South Africa, it follows two runners moving through remote terrain, embracing the unpredictable. The design system translates that raw energy into something structured and intentional—balancing bold typography, layered textures, and a technical graphic language that speaks to precision and performance. The result is a flexible yet focused system built to adapt across every touchpoint, while staying cohesive, considered, and distinctly HOKA.

Process