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HOKA · Event environment · Festival of Miles · St. Louis · June 2025
Festival of Miles: building the whole venue
Not a graphics order. A venue. Sculpture to shoe boxes, everything HOKA touched at this meet was fabricated in Boise, shipped in our own crates, and installed by the crew that built it.
The challenge
Festival of Miles is one of the best nights in American track: one evening, one stadium, and a crowd close enough to touch the paint. HOKA didn’t ask for banners; they asked for an environment: a centerpiece sculpture, a Fan Zone, an athlete lounge, the concourse, the gates, and the details in between, all in one campaign yellow that had to match from ground vinyl in June sun to wall wraps under locker-room lighting.
Event builds get no second day. Everything had to arrive finished, go up on the venue’s timeline, and hold to the last race: spikes, foot traffic, Missouri summer heat, and thousands of fans.
What we built
The centerpiece: a HOKA wing sculpted from laminated plywood, faced in campaign yellow, mounted on a printed Festival of Miles plinth, CNC-shaped in the Boise shop and assembled on site at dusk.
The Fan Zone: modular printed walls mixing athlete photography with fill-in-the-blank prompt panels (“The person I’m inviting onto my next long run is ___”) that fans covered in handwritten notes before the first heat went off.
The athlete side: full interior wraps for the lounge and locker rooms, and a custom-printed shoe box for every athlete, labeled by name, stacked and waiting at the hotel.
And the ground game, literally: wide-format yellow ground graphics rolled across the concourse, contour-cut HOKA logotypes on the walls, banners lining the stadium gates, branded cornhole boards, and event lanyards.
The logistics
We didn’t hand this one to a courier. The build shipped in Fieldkit-stenciled wooden crates, came off the truck by forklift, and traveled with our own install crew. Same shirts in every photo: the people who printed it built it and installed it.
Some of it was finished on site, track saw on sawhorses in the parking lot, because a venue build never fits the drawings exactly. The sequence was planned around the venue: interiors overnight, ground graphics while the concourse was clear, the wing assembled at dusk, everything photo-ready before gates.
The result
The stadium turned HOKA yellow on schedule and held to the last race. Fans filled the prompt walls with notes, kids commandeered the cornhole boards, and the wing became the photo spot of the night.
The venue photos read like the campaign was built into the stadium. Which, for one night, it was.