I was born and raised in Tracktown USA. I’ve run marathons, spent years around Hayward Field, and still feel the pull of this place every time I’m back. With over a decade of experience concepting and writing campaigns, I wanted to take a real swing at something for HOKA in my hometown — not as a tourist brand exercise, but as someone who actually knows what this ground means to runners.
They Fly at Hayward
Concept Pitch
Hayward Field is still one of the places that tests a running brand. Most show up to be seen. The better ones show up to be measured.
This work follows a full day at the track during the U20 World Championships — from the gates opening at dawn to the last fan leaving at night. It treats Hayward as a proving ground rather than a backdrop, and lets the place itself ask the question.
Film
Pre-dawn. The gates open. Athletes walk in with bags.
Work on the backstretch. Faces tighten. Sweat. Hands on knees. Quiet fueling on the infield.
The stadium wakes. Scoreboard. Crowd noise builds.
Racing. Jerry Allen’s voice over the speakers. A win. A short, earned medal moment.
Evening. Janitors sweep the stands. One last fan walks out as the gates begin to close.
Final wide shot of Hayward at dusk. Empty. Still
Super 1
They Fly at Hayward.
End Frame
HOKA
Fly Human Fly
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Brand Assets
Social / Digital (athlete-facing, dream of competing)
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“Some tracks you just run. This one you remember.”
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“The moment you step on it, everything gets quieter.”
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“Fly at Hayward.”
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Brand Experience / Pop-up
Entrance/hero line:
They Fly at Hayward.
Supporting interior line:
Hayward: Where world champions come to fly.
Product Storytelling
"Built for the Places that measure your flight"
Environmental / On-site
Fly here.
Fly Human Fly