TCO London
Premium Content for Millennial Audiences

Hoka: Mavericks

THE HUCK X HOKA ONE ONE Partnership featured unexpected runners who are breaking down social norms and overcoming barriers through running, across the UK, France, Germany, Australia and the US.




— The Challenge —

To introduce ultra-running brand to a premium consumer audience across France, UK and Germany, by building an association between running and other passions such as music, dance, food and adventure. The campaign needed to leverage existing athletes as well as credible new talent.



— TCO Solution —

Over six months our Huck x HOKA ONE ONE 'Mavericks' partnership told unexpected stories of inspirational characters who have found a new perspective through running.

Sourced from Huck's network of contributors as well as finding untold stories of HOKA athletes, we uncovered narratives that motivate runners to reflect on how running has helped them break personal barriers and consider the possibility of blazing their own trails.



  • Creation of 10 original editorial features 
  • Access to Huck talent
  • Photographers sourced via Huck's global network
  • Stories from Australia, New York and across Europe
  • Huck media partnership targeting France, UK and Germany + white label on brand channels
  • Total campaign reach: +2.2M
  • Average read time: 3 minutes
Huck makes content that works hard for our brand - our partnership has set the global standard for our content and driven substantial awareness and purchase intent across Europe.

Huck operates in a unique space in culture - drawing on a remarkable network of influencers from around the world and telling stories that credibly combine multiple passion points.

Their output is both authentic and premium and they are super flexible on media, serving content to their audience of taste-makers and providing assets for our own channels.
— Daljiat Gill, Head of Marketing EMEA, Deckers Brands