17/06/2026
You’re thinking about something else entirely, like work, plans for the weekend, a conversation you keep replaying in your head.
Then something unexpected catches your eye: a running shoe floating in a storefront.
That moment of curiosity was exactly what HOKA set out to create with the launch of the Mafate 5. HYPERVSN x Hubgrade helped transform a storefront into an immersive holographic experience designed to capture attention in a world where most people are simply passing through.
Most people weren’t looking for a running shoe that day, and giving them a reason to notice it was the whole point.
