Sport has always been about more than performance. At its best, it creates culture, connection and shared moments that live far beyond the finish line. That belief sits at the core of Peckham Pacers and has guided our partnership since the very beginning.
An Editorial Energy for the Track
The PACERS 5000 demanded immediacy. Speed. Tension. Focus. The image direction needed to reflect the intensity of racing 12.5 laps on the track while capturing the atmosphere that makes Peckham Pacers what it is. Together with the team and HOKA, we developed an editorial approach that felt sharp, stripped-back and urgent. Shot and produced by Justified, the visual language leaned into movement and momentum. Fast shutter moments, close proximity and a strong sense of presence brought the viewer into the race itself. This direction aligned seamlessly with where HOKA is heading as a brand, performance-led, culturally aware and unapologetically modern.
More Than a Race: The PACERS 5000
Peckham Pacers presents The PACERS 5000 as more than a competitive event. It is designed as an immersive experience that brings runners, supporters and partners together in a shared moment of intensity and connection. From the pre-race build-up to the final celebrations, the night is driven by music, storytelling and on-the-ground interactions that reflect the culture of the community. Runners are encouraged to engage beyond the start line, creating a sense of belonging and collective pride. Performance and atmosphere are deliberately intertwined, turning the event into a platform for meaningful engagement and long-term connection between participants, partners and the wider running community.
This is where brand, sport and culture meet.
“For the PACERS 5000, that commitment was pushed further. This was not just a race. It was a statement of intent.”Kurt Wilkinson, Founder
Showing Up, Every Time
Our work with Peckham Pacers has always been about consistency and belief. Showing up for sport initiatives. Supporting communities that move culture forward. Creating brand and editorial imagery that feels alive, relevant and rooted in the moment. The PACERS 5000 is a clear expression of that shared mindset, built alongside our good friends at HOKA.
12.5 laps. One BIG night.
The Impact of Brand at a Grassroots Level
Brand and image play a critical role in the growth of grassroots community projects. When handled with creativity, they become tools for visibility, pride and belief rather than surface-level 'content'. Strong visual language helps communities see themselves clearly and elevated, giving shape to what already exists on the ground. It signals intent, attracts participation and allows local initiatives to stand shoulder to shoulder with established institutions without losing their authenticity.
In grassroots sport especially, image has the power to elevate everyday moments into shared symbols. It documents effort, celebrates progress and reinforces the values that bring people together in the first place. By investing in thoughtful brand and editorial direction, projects like this one can scale their impact while staying rooted in community. The result is not just better-looking events, but stronger cultures, deeper connections and movements people are proud to be part of.
