The Hackney Half is getting a dynamic dose of performance and fun this weekend, as Hoka steps in as an official partner for the annual East London half-marathon. Known for its bold running shoes and growing community focus, the Deckers-owned brand will host a range of activations throughout the day to support runners and spectators alike.

The ‘Run Stop On-The-Go’ pop-up cart is at the center of Hoka’s efforts, offering essential race-day items such as safety pins, plasters, chafing gel, energy snacks, and sweet treats. Runners can also participate in the brand’s ‘FlyZone,’ an interactive Instagram station designed for mid-stride selfies and celebratory high-fives.

Post-race, Hoka will transform The London Fields pub into ‘The Bird Tavern’ — a celebratory hub for athletes and fans featuring DJ sets from Athene Run Club and a one-day-only tattoo station by Bad Cat Club. Lime will also join the festivities, offering attendees 750 free scooter and bike ride codes.

Image Credit: WWD