Soul Focus Sports Celebrates Two Decades of Sports Industry Impact with new Multi-Year Partnership with HOKA®

December 23, 2025

Decades long relationship with HOKA mirrors growth in both companies; new logistics hub to open in 2026

Soquel, CA — December 23, 2025 — ENDURANCE SPORTSWIRE – Soul Focus Sports today announced a major milestone in its work with HOKA, celebrating a decade of collaborative activations spanning grassroots run clubs, high school competitions, and pro race days across the United States. Over the past ten years, Soul Focus and HOKA have executed hundreds of athlete and community-first experiences—from demo runs and race-week festivals to kid’s events, national competitions, cheer zones, and start-line moments—bringing performance footwear to new and diverse audiences while growing the sport of running.

Building on this legacy, Soul Focus Sports has secured a new multi-year marketing and operations contract that will deepen programming and scale impact for endurance brands nationwide. In addition, the company will be opening a major logistics hub in Watsonville, CA, designed to supercharge warehouse operations and asset management for Soul Focus Sports clients. This new facility will enable faster deployment of event infrastructure, branded assets, and experiential activations—dramatically improving speed-to-market and ensuring seamless execution at scale.

“For ten years, HOKA has been a true partner in building the culture of running—from Friday night lights and high school meets to major race days and neighborhood run crews,” said J.T. Service, CEO of Soul Focus Sports. “We’re excited for the next mile: expanding community programming, elevating athlete experiences, and delivering even more creative ways for people to move together.”

Soul Focus Sports will continue to focus on three key areas in its next chapter:

• Community-first activations: Designing experiences that meet runners where they are—at schools, retail partners, and race festivals—while amplifying the voices of local teams, coaches, volunteers, and run leaders.
• Scalable operations: Leveraging proven event ops and brand-building capabilities to deliver initiatives that scale across markets and audiences while maintaining a detail-oriented, people-centric approach.
• Measurable outcomes: Prioritizing clear objectives—awareness, trial, and participation—tied to community impact and long-term brand growth.

About Soul Focus Sports
Soul Focus Sports is an experiential marketing agency that brings communities together through the power of movement, producing impactful brand experiences and endurance events. With an obsessive attention to detail and a people-first approach, Soul Focus collaborates with brands, city agencies, athletes, makers, and influencers to deliver memorable moments—whether boutique activations or large-scale mass-participation events. Learn more at www.soulfocussports.com.

About HOKA® 

HOKA® is one of the fastest-growing performance footwear and apparel brands in history. Conceived in the mountains, HOKA footwear delivers an unprecedented combination of enhanced cushioning and support for a uniquely smooth ride. Every day, HOKA pushes the innovation and design of its footwear and apparel by teaming up with a deep roster of world champions, taste makers and everyday athletes. From finish lines to everyday life, HOKA fans love the brand for its bold and unexpected approach, and its belief in the power of humanity to create change for a better world. HOKA empowers a world of athletes to fly over the earth. For more information, visit HOKA.com or follow @HOKA. #FlyHumanFly

Media Contact
David Monico
Soul Focus Sports
david@soulfocussports.com