COMB Music curated a multi-city experience for the launch of HOKA’s new Mach 7, activating local communities across Italy — from Naples to Rome.
The experience kicked off at HOKA’s retail partner in Naples, where participants tested the new Mach 7 shoes. A guided run with the local running community followed, accompanied by a live streaming DJ set. The event wrapped up in the historic city center with an after-run gathering in a custom hi-fi space, curated by COMB Music, where music and conversation extended the connection beyond the run.
The synergy between music and running came to life through a live-streamed DJ set. From the warm-up through to the run, participants tuned in via a dedicated player, while brand ambassadors carried portable speakers throughout the route to amplify the experience. The result was a fully immersive session that seamlessly fused music, movement, and product.
Across other six Italian cities, Led By Locals format was adapted into a softer, more approachable version. Through the Try-Ons, participants were invited to test the product on the move, guided by a dedicated playlist curated by locally relevant artists, carefully selected by COMB Music. Led by Locals rolled out in: Rome – Pordenone – Prato – Rimini – Modena – Padua.
