LA Marathon x HOKA

We turned pre-race energy into personalized momentum. At HOKA’s cozy pop-in, Family Industries brought live on-site shoe customization to the FlyLab experience: VIP runners placed an order, chose placement, and watched as our team printed initials onto heat-transfer film and sealed them onto their Cielo X1 3.0s with handheld heat presses. The result: race-ready shoes that looked and felt like they belonged to the athlete wearing them — instant keepsakes that boosted confidence and community vibes before marathon day. Fast, tactile, and unforgettable — a tiny customization that made a big, personal statement.