HOKA Like a Pro
When our friends at Dick's Media asked us to produce a spot featuring elite college athletes for the launch of the HOKA Clifton Pro, we knew it was our kind of project. Casting real people and athletes is what our in-house team does every day. Student-athletes add name, image and likeness (NIL) compliance and contracts, and that expertise is why clients choose Green Blanket. Our search led us to Ohio State wide receiver Brandon Inniss and Florida State soccer player Anaiyah Robinson.
Our first move was to build a short list of elite student-athletes who fit the brand: hard workers who find joy in movement, optimistic people, active in their communities and respected by their teammates. They also had to be available, fit the project budget and, of course, have no conflicts with other shoe brands. We leaned on our network of professional sports agents and worked directly with major university athletic departments. We talked to more than a dozen agents and over 25 schools, looked at over 250 athletes, and found the right two in close partnership with the agency and brand.
From there we aligned the production calendar, the product launch window and student-athlete availability while completing a legal process that includes name, image and likeness (NIL) compliance. That process involves four groups: the athlete's representation, the university, the NCAA and the client's legal team, each with its own needs, approaches and timelines. Leading all four to a signed agreement is work Green Blanket knows well.
Location was a creative decision and a practical one. The creative called for an urban setting, a football field and a soccer stadium. Each venue had to be right for the story, its colors could not compete with either athlete's school colors, and it had to be available during graduation season, when athletic fields often double as commencement venues. We considered locations nationwide and found the best combination in Columbus: Selby Stadium at Ohio Wesleyan University, with its character and heritage dating to 1929; ScottsMiracle-Gro Field, home of the Columbus Crew and winner of several design awards; and Columbus' Scioto Mile, a 175-acre park along the river offering a variety of urban, industrial and nature backdrops. Keeping all three close together made travel simple for the athletes, brand and client, and we built the schedule around stadium access and the athletes' school and athletic calendars.
Day 1 with Brandon started wet. It poured. The campaign creative focused on the grit and determination it takes to be a pro: rain or shine, every-day focus. The rain and gray skies, along with the urban landscape, offered a striking contrast to our hero athlete and hero product. The day ended with a night shoot at Selby Stadium, where we were able to capture something special.
Day 2 with Anaiyah was pure sunshine. Her unique athletic persona, along with the beautiful backdrops of the Crew's stadium and the Scioto Mile, gave us the full campaign shot list. Day 3 was a dedicated product session with models and flat lays, rounding out the library for the launch.
Our agency partner and client, Dick's Media, handled the campaign strategy, creative and post-production, with really strong edits across channels, including the BTS shots that were included in the social campaign. The campaign ran across DICK'S Sporting Goods' stores, owned media and social, HOKA's channels and the athletes' own social. Dick's Media built the content calendar, and Green Blanket managed the athletes through it, making sure every post went up on time and to the brief.
The strategy and creative from Dick's Media was excellent, and our full-service production was a natural match. We supported the client through the entire journey, from casting through management of the social posting itself. The campaign was a win for the client, the brand, the athletes, the universities and Green Blanket. Some of our favorite moments, and shots of the content in the wild, are below!
