HOKA ONE ONE — Hiking Color Trends

BRAND: HOKA ONE ONE | hoka.com | Goleta, CA
DATE: 2020
INDUSTRY: Footwear
PROJECT: HYPERNATURE FW22 - Men’s and Women’s Hiking Color Trends
ROLE: I presented this self-initiated project to HOKA’s footwear color design team, focusing on future color directions for the brand. Because of HOKA's recent success with the TenNine GTX, I sensed that Hiking and Trail would continue to grow as a category. After making an assessment of the brand's current colorways, I created four color stories, presented as archetypes of four different hiking and trail enthusiasts. I called it HYPERNATURE, in response to the renewed love of the outdoors we've seen during the pandemic era.