HOKA Headlines Hackney Moves Festival as Title Partner, East London 2026

Key Points

• Running brand HOKA has been announced as the multi-year headline partner of Hackney Moves, becoming the title sponsor for the event now known as HOKA Hackney Moves.​
• The festival is a weekend-long celebration in East London, featuring live music, community activations at the event village on Hackney Marshes, and the centrepiece Hackney Half marathon on Sunday 17 May 2026.
• This partnership builds on three years of collaboration, where HOKA previously served as the Official Footwear and Apparel Partner, aiding the event’s growth into London’s biggest half marathon.
• HOKA supports the Hackney Academy, a 12-week programme relaunched last week, providing free running coaching and kit to 50 new and returning runners from Hackney and surrounding boroughs to remove participation barriers.
• The 2026 event expands its community programme, partnering with local running groups and over 40 Hackney organisations and leaders to maintain authenticity and accessibility.
• General entry tickets for the 2026 Hackney Half sold out in one day last May, marking four consecutive years of record sell-outs, with over 27,000 runners signed up.
• More than 60,000 people attended the 2025 two-day festival at Hackney Marshes, where participants raised over £4 million for local and national charities.
• The partnership reflects shared values of movement, community, inclusivity, and the transformative power of running.
• Rebecca Shaw, Senior Partnerships Manager at Motiv Sports UK, stated: “We’re thrilled to welcome HOKA as the new title partner of Hackney Moves. HOKA’s commitment and joyful approach to movement aligns perfectly with the spirit of this event.”
• Guido Geilenkirchen, VP and GM at HOKA EMEA, said: “We’re incredibly proud to strengthen our partnership with Hackney Moves as title sponsor. Over the past three years, we’ve seen first-hand how powerful this event is, not just as a race, but as a cultural moment that brings together runners, crews and communities from across East London and beyond.”
• Tim Hunt stated in his LinkedIn post: “We’re proud to announce that HOKA is now the Title Partner of Hackney Moves, strengthening a partnership that has grown over the past three years.”​
• The event is widely regarded as one of the most culturally and community connected events in the London running calendar.
• HOKA previously helped runners “fly through the borough’s streets” as Official Footwear and Apparel Partner.
• The festival includes elements like live music, fitness sessions, activities across three stages, and smaller stations, offering something for everyone.​

Hackney (East London Times) March 7, 2026 – HOKA, the renowned running brand, has been confirmed as the multi-year title partner of Hackney Moves, rebranding the popular event as HOKA Hackney Moves ahead of the Hackney Half marathon on 17 May 2026. The weekend festival at Hackney Marshes will feature live music, community activations, and thousands of runners, building on three years of HOKA’s prior support as Official Footwear and Apparel Partner. This partnership underscores the event’s growth into London’s largest half marathon, with over 27,000 participants and record charity fundraising exceeding £4 million last year.

What is the History of HOKA’s Involvement with Hackney Moves?

HOKA’s relationship with Hackney Moves began three years ago as the event’s Official Footwear and Apparel Partner, where the brand provided gear to help runners navigate Hackney’s streets.

As reported by contributors in Sustain Health and detailed in East London Times coverage, this initial support was instrumental in the festival’s expansion, aligning with HOKA’s growing investment in East London. Tim Hunt, in his LinkedIn post announcing the upgrade, stated:

“We’re proud to announce that HOKA is now the Title Partner of Hackney Moves, strengthening a partnership that has grown over the past three years.”​

The progression to title sponsor marks a deepening commitment, with HOKA now headlining the full festival rather than just apparel.

UKRunChat reported that HOKA helped runners

“fly through the borough’s streets,”

contributing to the event becoming London’s biggest half marathon. This evolution coincides with Hackney Moves establishing itself as a staple in the UK running calendar, blending sport with cultural elements.

When and Where is HOKA Hackney Moves 2026 Taking Place?

The HOKA Hackney Moves festival will span a weekend in mid-May 2026, centred on the Hackney Half marathon on Sunday 17 May at Hackney Marshes in East London. The event village on Hackney Marshes will host live music, fitness classes, talks, and community engagements, drawing crowds for its vibrant atmosphere. As noted in the official details from East London Times, participants are encouraged to

“get race ready and fly with us on the 16th May weekend,”

indicating activities starting 16 May.

Hackney Marshes has been the hub for previous editions, with over 60,000 visitors in 2025 enjoying the grassy parkland setting. Spectators line the streets in thousands, creating a motivational atmosphere with entertainment along the course through landmarks like Mare Street, Hackney Town Hall, Victoria Park, and Hackney Wick.

Why Did HOKA Choose to Sponsor Hackney Moves?

The partnership arises from shared values including the power of movement, community importance, and inclusivity. Guido Geilenkirchen, VP and GM at HOKA EMEA, explained as quoted in Sustain Health and replicated across East London Times and UKRunChat:

“We’re incredibly proud to strengthen our partnership with Hackney Moves as title sponsor. Over the past three years, we’ve seen first-hand how powerful this event is, not just as a race, but as a cultural moment that brings together runners, crews and communities from across East London and beyond. Hackney Moves perfectly reflects HOKA’s belief in the joy and transformative power of movement.”

Rebecca Shaw, Senior Partnerships Manager at Motiv Sports UK, added in the same reports: “We’re thrilled to welcome HOKA as the new title partner of Hackney Moves. HOKA’s commitment and joyful approach to movement aligns perfectly with the spirit of this event. Together we will continue to elevate the experience for every participant and spectator who makes Hackney such a special place to run.” This multi-year deal signals HOKA’s long-term dedication to an event “shaped by Hackney, for Hackney.”

What is the Hackney Academy and How Does HOKA Support It?

HOKA backs the Hackney Academy, a 12-week programme that debuted in 2025 and was relaunched last week for 2026. It provides free running coaching and kit to 50 new and returning runners from Hackney and surrounding boroughs, addressing barriers to participation. UKRunChat coverage highlighted how this initiative strengthens ties with the borough through expanded community efforts.

The academy promotes accessibility in running, where costs often exclude newcomers, and HOKA’s support ensures diverse participants reach the start line. As part of the broader 2026 community programme, it collaborates with local groups and over 40 Hackney organisations to keep the event authentic.

How Does the Academy Remove Barriers to Running?

By offering free coaching and kit, the Hackney Academy targets underrepresented runners, fostering inclusivity ahead of the main event. This aligns with HOKA’s ethos of celebrating all abilities, as stated by Guido Geilenkirchen.​

How Has Hackney Moves Grown in Popularity?

General entry tickets for the 2026 Hackney Half sold out in one day last May, marking four consecutive years of record sell-outs with over 27,000 runners. London Daily News reported similar rapid sell-outs in prior years, cementing its status as London’s most popular half marathon. The 2025 festival attracted more than 60,000 visitors to Hackney Marshes for music, entertainment, and activities.

This growth reflects the event’s unique blend of sport, culture, and community, evolving from a local run into a major calendar highlight. Charity fundraising has also surged, with over £4 million raised last year for local and national causes.

What Community and Charity Impact Does the Event Have?

HOKA Hackney Moves expands its community programme for 2026, working with local running groups and over 40 Hackney organisations to ensure accessibility.

It remains inclusive, championing thousands of runners for charities, with packages offering enhanced benefits like 400 places and branding. Roy Castle Lung Cancer Foundation and the National Autistic Society have noted its fundraising potential, with minimums around £250 sponsorship.

The event’s East London roots preserve authenticity amid growth, providing free family activities, DJ sets, and talks. Over 60,000 attendees in 2025 underscore its communal draw.

Who Are the Key Figures in This Partnership?

Key voices include Rebecca Shaw of Motiv Sports UK and Guido Geilenkirchen of HOKA EMEA, whose statements emphasise alignment and excitement. Tim Hunt’s LinkedIn announcement captured the milestone pride. Jasmine Absolon on LinkedIn called it “a very exciting moment,” tying to her long-time Hackney involvement.

Motiv Sports UK organises the event, with HOKA’s EMEA team driving the sponsorship.​

What Makes HOKA Hackney Moves Unique?

Unlike typical races, HOKA Hackney Moves fuses running with lifestyle, culture, and local vibes at Hackney Marshes, featuring Fight Klub, Disco Yoga, beatboxers, live music, 90’s Party Barre, postnatal strength, Carnival Vibes Dance, pilates, sound baths, Q&As, and breathwork. Time Out Doors describes it as where “culture and movement collide,” with crowds cheering amid entertainment.

HOKA’s “FLY HUMAN FLY” ethos resonates, distinguishing it through sell-outs, charity impact, and community focus. London Daily News highlighted its free two-day festival with three stages.