Launching Trailish x HOKA
Intro
Outlandish wanted to expand upon its mission to help New Yorkers reconnect with nature. Building upon the success of their Hikeish program with Salomon, trail running was a next natural step. The store enlisted another powerhouse brand, HOKA, to provide funding support and shoe demos for participants.
The program’s major challenge was targeting the runner sweet spot: experienced city runners that wanted to try trail for the first time. This would maintain the inclusivity and noncompetitive environment Outlandish desired.
Strategy
Look and Feel: Trailish was designed to feel like an extension of the city—an effortless, unapologetic cool.
Channels: We launched via email, Instagram (organic and paid), Tik Tok, and through press contacts at Hypebeast.
Education: Built out a new website page with important details and FAQs, as well as an automated email with a pre-run gear checklist based on current weather conditions.
Partnerships: Distributed unique affiliate discount codes for 10+ local run clubs.
Outcomes
The launch announcement became one of Outlandish’s highest engaged and reshared posts, driving 3x more views than normal to their Instagram.
Sold out Trailish programs in its first 4 months
Uptick in running-related store traffic and purchases (i.e. HOKA shoes, Honey Stinger energy gels, waist packs, etc).
Hypebeast article: Outlandish and HOKA Team Up for "Trailish" Initiative
Field Mag article: With Community Series Trailish, New York City Runners Go Off Road
