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Manila Bulletin devider Lifestyle devider Food devider Hoka brews community spirit with Single Origin café takeovers

Hoka brews community spirit with Single Origin café takeovers

Lifestyle meets caffeine in a new campaign for runners and coffee lovers alike

By MBrand
Published Jul 29, 2025 09:55 pm
HOKA Sip and Run drink series features Kickstart Crush, a passion fruit cold brew spritz; Sunrise Glide, a toffee nut shaken espresso; Tropic Tempo, a mango matcha latte; and Recovery Rush, a mango mint lemonade
HOKA Sip and Run drink series features Kickstart Crush, a passion fruit cold brew spritz; Sunrise Glide, a toffee nut shaken espresso; Tropic Tempo, a mango matcha latte; and Recovery Rush, a mango mint lemonade
Global performance footwear brand Hoka launched its 2025 campaign “Together, We Fly Higher” in the Philippines with a daylong event that emphasized the intersection of movement, music, and coffee—highlighting a new collaboration with specialty café Single Origin.
Held in Bonifacio Global City, the event opened with a morning run led by the Hoka Run Club and Just Show Up. Designed for all fitness levels, the run emphasized camaraderie over competition, reinforcing the campaign’s message of community support as the fuel behind personal progress.
In the evening, attendees returned for a laid-back gathering featuring live performances by soul-R&B artist August Wahh and a DJ set by CRWN. Guests enjoyed curated drinks inspired by the Hoka ethos, crafted in partnership with Single Origin. The beverage lineup included vibrant, energizing flavors meant to mirror the spirit of movement and recovery.
The food and drink component was central to the event’s relaxed, lifestyle-driven atmosphere. While the brand is known for performance footwear, the collaboration with Single Origin marked a shift into experiential lifestyle territory—using beverages to interpret the Hoka spirit beyond sport.
“As a brand driven by the joy of progress, we recognize the role the community plays in the long road athletes take to achieve greatness. ‘Together, We Fly Higher’ is about just that—celebrating the journey and those who got you there,” said Erika Gabrielli, Vice President of Global Marketing at Hoka. “Our individual progress is fueled by the collective. This campaign puts a spotlight on humans supporting humans, and how this principle empowers us to push past our limits.”
Extending beyond the launch event, the Hoka x Single Origin collaboration includes a limited café takeover series, bringing campaign-inspired drinks to select Single Origin branches. Details on future locations and offerings have yet to be announced, but the initiative aims to keep the campaign message alive through lifestyle touchpoints.
The collaboration underscores the growing trend of fitness brands engaging audiences through food and drink activations, tapping into the social rituals that often accompany wellness culture—like post-run coffees or community brunches.
Hoka products are available at Hoka retail stores across Metro Manila and Cavite, as well as through partner retailers including Foot Locker, Commonwealth, Sole Academy, Planet Sports, and Toby’s Sports. For updates on future café takeovers and events, visit www.hoka.com or follow Hoka Philippines on Facebook and Instagram.
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