Create a studio set for HOKA’s media partners at 2025 Western States preview. The goal: honor the race’s deep history while building something innovative and future-forward.
Our approach
Less cowboy cliche, more living archive. Using vintage maps, tin cans, co-op flour sacks and ramen boxes, Rhoam created an Americana-inspired outpost for Hoka where the Freetrail podcast recorded their live coverage leading up to the race.
Results
What was the back room of a coffee shop in Olympic Valley transformed into an immersive set in less than 24 hours. Familiar yet fresh, the outpost served as a backdrop where 50+ years of history met race-day hype.
