Hoka integrated real Strava running statistics into a digital out-of-home campaign and measured a resulting increase in foot traffic to retail locations, according to Marketing Dive. The footwear brand pulled aggregated performance data from Strava users in specific markets and displayed metrics — distance, pace, elevation — on digital billboards near high-traffic running routes and retail partners. The campaign ran in select U.S. cities where Hoka had both dense Strava user activity and proximity to specialty running stores carrying the brand.
The mechanics were straightforward. Hoka accessed anonymized, aggregate data through Strava's Metro product, which provides city-level activity insights without individual user identification. The brand then programmed digital OOH screens to refresh with localized stats: total miles logged by runners in that market over the past week, average pace, popular routes. Each screen included a call to visit nearby retail locations to "fuel the next run." The billboards updated daily, creating a live scoreboard effect that acknowledged the local running community's effort.
The mechanism works because it closes the loop between digital identity and physical place. Runners who contribute data to Strava see their collective output reflected in public space, which creates a sense of recognition and belonging. The brand becomes the intermediary that surfaces the community's effort back to itself. The OOH placement near running routes means the audience is contextually primed — they are already in motion, already thinking about performance, already close to a store. The localized data makes the message hyper-relevant rather than generic. According to the report, Hoka measured a 7% increase in foot traffic to partner retail locations in markets where the campaign ran, compared to control markets without the OOH presence.
A small physical-product brand can run the same play with modest cost. Start with a platform that captures customer activity data — Strava works for running, cycling, hiking. For other categories, alternatives exist: Fishbrain for fishing, Trailforks for mountain biking, even simple GPS apps with opt-in data sharing. Partner with the platform's business development team to access Metro-level or aggregated regional data. Most platforms offer this at a lower cost tier than individual user data because it is anonymized and compliant.
Next, identify retail partners or stockists within 5 miles of high-activity zones. Use the platform's heatmap tools to find where your target users actually move. Secure a digital OOH screen or rotating digital placement near that zone. If full digital OOH is cost-prohibitive, test with transit shelter screens or mall digital directories, which often sell 48-hour rotations for under $1,000 in secondary markets. Program the creative to display weekly or daily stats tied to that geography: "Hikers in Boulder logged 12,300 miles this week — stop by Mountain Sports on Pearl Street for new boots." Update the numbers every Monday. Include a simple proximity call to action with the retailer's address.
Track foot traffic with retailer point-of-sale data if you have access, or use mobile location data services like Foursquare or Placer.ai, which offer entry-level plans around $500/month for limited geofencing. Compare visits in markets where the OOH runs versus markets without it. The lift does not need to be large to justify the spend — a 3-5% increase in weekly visits to a single store can cover the cost if average transaction value is $100+ and you are splitting co-op marketing funds with the retailer.
The broader pattern is using customer-generated data as creative content. The data itself becomes the message, which transforms the brand from broadcaster to community mirror. The retail connection works because the OOH screen sits in the decision corridor — between the activity and the purchase. This is not awareness advertising. It is activation at the moment of highest intent.
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