HOKA Launch, Collingwood.
Street projection first, then a warehouse rebuilt in green - how the Cielo X1 3.0 launched into the world.
The Brief
Production agency Onso Atelier briefed Pro Light & Sound to deliver the Australian launch of HOKA's Cielo X1 3.0 running shoe. A two-phase activation across late January 2026, opening with a street-projection teaser campaign and culminating in a designed launch environment inside a Collingwood warehouse for HOKA's Speed of Light campaign reveal.
Build two completely different production environments under one creative brief. A mobile, roving projection rig that could light up Collingwood streets with the "something fast is coming" brand message in the lead-up, and a fully immersive launch environment inside the warehouse for launch night itself. The warehouse build needed to translate HOKA's Speed of Light campaign aesthetic into a physical, three-dimensional space.
The Pro Light & Sound Solution
A two-stage build. For the teaser phase, a roving projection setup moved across Collingwood, throwing the campaign messaging onto buildings and streetscapes in the days before launch.
For launch night, the warehouse was rebuilt around an industrial scaffolding structure as its visual backbone. Neon-style lighting was woven through the build itself, while large scale screens were blended together into single, seamless canvases for the brand content. Scrolling tickers carried the Speed of Light tagline through the architecture, banners hung throughout the space, and the entire room was saturated in HOKA's signature green.
The Result
A Collingwood warehouse became a Speed of Light club for one night. Vertical screens ran shoe-in-motion footage that towered over the room, while a live treadmill activation ran beneath suspended HOKA banners, with guests testing the shoe in front of a watching crowd. The campaign didn't just launch - it filled the room.
The team behind it.
- Photography
- Supplied by Client – onsoatelier
- Media
- Life Without Andy 29 January 2026 – Sport