As running events grow into full commercial ecosystems, HOKA’s elevation to title partner of one of London’s largest fitness weekends signals how the brand is building community infrastructure alongside product marketing.
HOKA has been named the new title partner of Hackney Moves, one of London’s largest annual fitness weekends, in a multi-year agreement that elevates the running brand from official footwear and apparel supplier to headline sponsor. The deal deepens a relationship with event organizer Motiv Sports UK that spans three years.
The 2026 HOKA Hackney Moves festival takes place May 15–17 on Hackney Marshes in east London, with the Hackney Half Marathon as its centerpiece on the final day. The half marathon has reportedly become the largest of its kind in the capital, with more than 27,000 runners registered for the 2026 edition. General entry tickets sold out within a single day of going on sale in May 2025 — the fourth consecutive year that sell-outs were recorded.
The title sponsorship is accompanied by a new brand identity and campaign, developed with creative production company Co–Studio–Arts, built around two shared strategic pillars: movement and community. The creative work represents HOKA’s first comprehensive visual ownership of the event, moving beyond product placement into full brand expression.
In addition to the race itself, the partnership extends to the Hackney Academy, a 12-week coaching and kit program for 50 local runners that launched in 2025 and returns for 2026. The initiative provides free access to training and equipment for participants from Hackney and neighboring boroughs, positioning HOKA’s involvement as community investment rather than straightforward sponsorship.
The broader festival attracted more than 60,000 visitors across two days in 2025, and participants reportedly raised in excess of £4 million (€4.7m) for charities during that edition. Over 40 local organizations are involved in the 2026 program.
Official website: Hoka Hackney Moves
