London, April 10, 2026 – , the integrated global digital marketing company within The Brandtech Group, has launched a new campaign with HOKA built around its sponsorship of The Speed Project, the unsanctioned 300-mile race from Los Angeles to Las Vegas, which took place from late March through early April 2026.
Created with Jellyfish, the campaign translates the race’s ethos into an on-the-ground activation and a documentary-style content series. Creator partnerships were led by Collectively, also part of The Brandtech Group.
At the center is a custom-built trailer that acts as a mobile outpost for the Mojave Desert Postal Service, a concept originated by The Speed Project, which Jellyfish helped HOKA bring to life. Placed along the route, it gives runners a space to write letters, record audio dispatches, and connect mid-race, while also offering a mirage-like reprieve in the desert – inviting runners to stop in for coffee and a brief moment of recovery before continuing on.
Jellyfish also developed a slate of films, including a teaser, a 90-second hero spot, and interview-driven shorts capturing the mental and emotional strain of the race, featuring a mix of participants and influencers, including runners from HOKA-sponsored run clubs.
“Our relationship with The Speed Project is led by a shared passion for building meaningful connections and pushing boundaries together,” said Allie Tsavdarides, VP of Marketing, HOKA North America. “Working closely with Jellyfish, we were able to create surprising experiences and amplify this storytelling in unexpected ways.”
What began as an underground challenge has evolved into a global movement that blends endurance sport with creativity and cultural credibility.
“Our focus was to build something that feels native to The Speed Project,” said Michael Kirwan, VP Creative, Jellyfish. “By leaning into world-building and supporting the Mojave Desert Postal Service as part of that universe, we created an experience that feels real and lets human stories come through.”
The campaign, which kicks off today, is supported by a paid social media strategy, including YouTube, designed to drive audiences to campaign content and extend reach beyond the core running community.
The full suite of films is available on a dedicated HOKA landing page: https://www.hoka.com/en/us/hoka-the-speed-project.html.
