Recently, my Dad bought a pair of HOKA shoes, and he loves walking down by the river. The shoes have helped his back and made walking more comfortable.

It got me thinking about what happens when winter arrives and those outdoor walks slow down. He likes going to the casino at the mall and walking around indoors, and since HOKA has stores in many malls, I thought—why not create a mall walking group?

That became HOKA Walk Together, a concept built around bringing people together to walk, make friends, track their progress and earn rewards along the way.

From there, I treated it like a real campaign. I developed the Walk Together name and visual identity, created the messaging and tagline “Every Step Is Better Together,” and built a consistent look across the campaign. I also developed the concept for the walking program itself, including group meetups, progress tracking and milestone rewards.

Then I carried the idea across multiple channels, creating a promotional video, flyer, direct mail piece, social media content and digital ads—all designed to work together as one cohesive campaign.

To bring the concept to life, I used ChatGPT for concept development and copy, Adobe Firefly for AI-assisted visuals and video elements, Photoshop for image editing and design, and Premiere Pro for video editing and production.

It was a fun exercise in taking a simple observation, identifying an opportunity and turning it into a complete marketing concept using a mix of traditional creative skills and emerging AI tools.

Meet up. Make friends. Keep moving. Every Step Is Better Together.

Independent concept project. Not commissioned by or affiliated with HOKA.