Illustration, HOKA Launch, DICK'S House of Sport: Minnetonka, victor, knoxville

DICK’S House of Sport partnered with HOKA on an illustration campaign promoting their super-colorful limited-edition road-running line. The collection centers on freedom of expression, powerful energy, and joyful optimism, and my goal was to translate that feeling visually.

Collaborating with illustrator Alex Haloszka, we created a playful, colorful utopia inspired by cities, pop culture, and outdoor activities. We also tied in local iconography and experiences from the three launch locations—Victor, NY; Minnetonka, Minnesota; and Knoxville, Tennessee—so the artwork felt connected to the communities where the collection debuted.