Emotive Turns Surf Life Saving Club into 'The Cushion House' to Launch HOKA Bondi 9

To mark the launch of the iconic HOKA Bondi 9, the latest iteration of the brand’s most iconic road-style shoe, HOKA has partnered with Emotive to deliver an immersive activation on Bondi Beach, The Cushion House, inspired by the distinct max cushioned midsole of the Bondi 9.

Driven by the insight that the HOKA Bondi 9 max cushion technology is so effective that when you run in a pair it feels like the whole world gets more comfortable, Emotive has turned the iconic North Bondi Surf Life Saving Club into The Cushion House where runners of all levels can explore the latest innovation in ultra-cushioned running. 

Over four massive days, this community event includes daily coastal runs with HOKA athletes and Bondi locals including Katie Williams, breathwork sessions with Rory Warnock, healthy snacks and drinks, a merch customisation station, a daily four-hour DJ set - plus a unique HOKA ‘cushion walk’ arrival, all against the backdrop of Bondi Beach. 

The introduction of the original Bondi in 2011, HOKA’s first road shoe, proved to be revolutionary to the running shoe world, as the balance of extremely light weight materials with maximal cushioning had never been seen before.

Head of HOKA, Matt Adams commented, “The HOKA Cushion house is a celebration of our premium maximum cushion runner, the Bondi 9. In collaboration with Emotive, our goal was to celebrate with the community, our most historical running franchise which was inspired through the culture and breathtaking atmosphere of Bondi Beach. The Cushion House was designed to be a representation of the Bondi 9 - max cushioning for all. Over the coming days, we will celebrate with the Sydney community through a number of run clubs, masterclasses and guest interviews. As our Third successful activation with Emotive, the Cushion House has set the benchmark for how HOKA will continue to engage in the community.”

Rebecca Gelao, head of Emotive brand experience noted, “To host a launch of this scale for a brand like HOKA is epic. Turning an iconic heritage building into a cyclone-rated replica of the iconic maximalist HOKA Bondi 9 sole is the stuff brand experience dreams are made of. What was so important to us was that the level of detail and craft in the build and the immersive experience, right down to every inch of the exterior being cushion-like , reflected the design quality of the product itself.” 

Alongside an ATL campaign, The Cushion House experience unfolds across social media, influencer content, and PR, with event content being distributed globally. 

Simon Joyce, CEO of Emotive comments, “Now more than ever, fame is what sets brands apart and connects them with their communities in a meaningful way. The Cushion House by HOKA does exactly that—bringing the ‘max-cushion for all’ proposition to life in a way that’s bold, unexpected, and uniquely Bondi. But it’s not just about the activation. This is a multi-layered campaign that leverages Emotive’s fame specialisms, including social, talent, PR, and brand partnerships working together to take the Bondi 9 story global. It’s an incredible brand and we feel especially privileged to partner with the HOKA team” 

The Cushion House by HOKA is open to the public on Friday 24th and Saturday 25th January from 6am to 7pm and on Sunday 26th January 2025 from 6am to 2pm - with special previews from 12pm-7pm on Wednesday 22nd January. Register for community events here. Spots are limited (sign up here).

Address: North Bondi Surf Life Saving Club, Forecourt and Level 2, Corner of Ramsgate Avenue and Campbell Parade, North Bondi.