HOKA OTOTW RADIO
How to make HOKA
the cultural heartbeat
of UTMB week ?
2025
01 ( Brief )
At UTMB, performance-led content and brand activations had become increasingly saturated . HOKA needed a distinctive platform capable of engaging runners, cultural audiences and the broader public both in Chamonix and online while remaining rooted in the brand’s performance DNA.
02 ( Strategy )
To stand out during the world’s biggest trail-running week, JUICE identified music and live culture as a powerful new territory for HOKA.
We designed OTOTW as an open cultural platform combining music, running, live conversation and broadcast turning HOKA’s FlyLab into a social and cultural gathering point throughout UTMB week.
03 ( Project )
OTOTW
CULTURAL
PLATFORM
RADIO
@ UTMB
JUICE created and led OTOTW RADIO,
a five-day live cultural experience bringing together electronic music, trail-running icons and community under one roof. Through live DJ sets, athlete conversations, continuous broadcasting and social content, OTOTW transformed HOKA’s FlyLab into a living media platform
DJ SET
TALK
BROADCAST
An exclusive line-up praised by the industry, artists and audiences.
Cassius . Andy4K . Bambounou . Marina Trench . LB aka Labat . Naomi . Un*Deux . Akalex . Me&George . Hyas . Mayou Picchu . Greg . DJ Physical . Loulou Ferrari . Radio Meuh Pedro Bertho . Vanroose . Victor Mantel . Oona . Restons Flex S.D.S . BigSpin . Kosme
HOKA
UTMB
Hosted by
TEKI LATEX & CLÉO HENIN
04 ( Result )
23
artist and cultural channels activated across the week.
115
PIECES OF ORGANIC
CONTENT GENERATED
+572k
COMBINED TALENT
COMMUNITY
Beyond numbers, OTOTW became one of the cultural talking points of UTMB week, putting HOKA firmly on the radar of the music and lifestyle ecosystem and creating strong anticipation around what the brand could do next in culture.
WHY ( JUICE ) WAS THE BEST
PARTNER FOR THIS
PROJECT ?
( 01 )
Strategic and creative vision to identify an ownable cultural territory for HOKA and translate the brand’s performance DNA into a credible music and lifestyle platform.
( 02 )
Deep music-industry expertise and direct artist network to curate a progressive line-up combining established cultural names with highly engaged emerging communities.
( 03 )
Outdoor, event and broadcast expertise to design one ecosystem combining physical experience, editorial programming, live music and digital distribution.
( 04 )
End-to-end project leadership, from strategy, concept and programming to talent booking, production coordination and live on-site supervision throughout UTMB week
ARIANE GROUP (+) ORELSAN
ARIANE GROUP (+)
ORELSAN
How to make HOKA
the cultural heartbeat
of UTMB week ?
02 ( Strategy)
To stand out during the world’s biggest trail-running week, JUICE identified music and live culture as a powerful new territory for HOKA.
We designed OTOTW as an open cultural platform combining music, running, live conversation and broadcast, turning HOKA’s FlyLab into a social and cultural gathering point throughout UTMB week.
01 ( Brief )
At UTMB, performance-led content and brand activations had become increasingly saturated and fragmented.
HOKA needed a distinctive platform capable of engaging runners, cultural audiences and the broader public both in Chamonix and online while remaining rooted in the brand’s performance DNA.
CULTURAL
PLATFORM
OTOTW
@UTMB
HOKA
03 ( Project )
JUICE created and led OTOTW RADIO, a five-day live cultural experience bringing together electronic music, trail-running icons and community under one roof. Through live DJ sets, athlete conversations, continuous broadcasting and social content, OTOTW transformed HOKA’s FlyLab into a living media platform connecting the physical experience in Chamonix with audiences far beyond UTMB.
OTOTW
CONTENT
03 ( Project )
An exclusive line-up praised by the industry, artists and audiences.
Cassius . Andy4K . Bambounou . Marina Trench . LB aka Labat . Naomi . Un*Deux . Akalex Me&George . Hyas . Mayou Picchu . Greg . DJ Physical Loulou Ferrari . Radio Meuh Pedro Bertho Vanroose . Victor Mantel Oona . Restons Flex S.D.S BigSpin . Kosme
OTOTW
HEADLINER
HOSTED BY
TEKI LATEX & CLÉO HENIN
LIVE BROADCAST ON HOKARADIO.COM
COMBINED TALENT
COMMUNITY
PIECES OF ORGANIC
CONTENT GENERATED BY
TALENTS
+572K
115
artist and cultural channels activated across the week.
23
39H
Beyond numbers, OTOTW became one of the cultural talking points of UTMB week, putting HOKA firmly on the radar of the music and lifestyle ecosystem and creating strong anticipation around what the brand could do next in culture.
WHY ( JUICE ) WAS THE BEST PARTNER FOR THIS
PROJECT ?
( 01 )
Strategic and creative vision to identify an ownable cultural territory for HOKA and translate the brand’s performance DNA into a credible music and lifestyle platform.
( 03 )
Outdoor, event and broadcast expertise to design one ecosystem combining physical experience, editorial programming, live music and digital distribution.
( 04 )
End-to-end project leadership, from strategy, concept and programming to talent booking, production coordination and live on-site supervision throughout UTMB week
( 02 )
Deep music-industry expertise and direct artist network to curate a progressive line-up combining established cultural names with highly engaged emerging communities.