HOKA X UTRC Toronto Marathon Shakeout Run
September 2025 - October 2025
Situation
The University of Toronto Run Club sought to create a meaningful pre-marathon event to support the running community ahead of the Toronto Waterfront Marathon. I identified a strategic opportunity to partner with a key brand and took the lead on organizing a collaborative event.
Task
My primary goal was to organize and execute a HOKA X UTRC Toronto Waterfront Marathon Shakeout Run. This involved securing a sponsorship, developing a comprehensive marketing strategy, coordinating all logistical elements including shoe demos and giveaways, and ensuring a smooth, positive event experience that showcased both organizations' spirits.
Approach
Partnership & Logistics
I successfully approached and negotiated with HOKA Eaton Centre to secure their sponsorship, outlining the mutual benefits of community engagement and brand visibility. I then managed all logistical communications, coordinating details such as the shoe demo selection and the giveaway inventory and process with the HOKA team. I designed and managed the sign-up forms to collect essential participant data and organize attendees efficiently.
Strategic Marketing
I developed a detailed content calendar and campaign using a cohesive pink, blue, and white theme (inspired by the featured HOKA shoe colors) for visual consistency. I ensured maximum reach by distributing the event flyer across three high-traffic channels: the HOKA weekly email letter, the HOKA Eaton Centre Instagram, and the UTRC Instagram account.
Event Execution & Documentation
On the day of the event, I served as the primary point of contact for both UTRC and HOKA, troubleshooting any last-minute issues and ensuring a seamless flow. I utilized my photography skills to capture professional, high-quality photos during the run and socialized afterward.
Post-Event Engagement
Following the event, I produced a compelling recap reel and a photo collage that highlighted key moments and shared them on social media, maintaining momentum and reinforcing the positive community experience.
