Gucci Mane Meets His Doppelgängers in HOKA's Foot Locker Campaign

The rapper stars in a playful spot that riffs on viral internet jokes comparing him to an NBA referee.

Published on Mar. 2, 2026

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In a new campaign titled 'Right Shoe, Wrong Gucci,' the Atlanta rap icon Gucci Mane links with HOKA and Foot Locker for a playful spot that leans into viral internet discourse and turns it into retail theater. The concept riffs on the ongoing jokes comparing Gucci to NBA referee James Williams, transforming a meme moment into a tongue-in-cheek exchange that feels fully self-aware and built for constant replay.

Why it matters

The campaign spotlights the HOKA Bondi 7 Stealth Tech, a street-ready evolution of one of HOKA's most cushioned silhouettes, positioning the technical runners at the intersection of performance tech and everyday fashion.

The details

At Foot Locker, two workers who just happen to be near-perfect Gucci doppelgängers communicate exclusively in the Atlanta-rapper's trademark ad libs. The absurdity builds as the trio mirror each other's gestures before sealing the moment with a synchronized three-point celebration and Gucci's unmistakable 'Guwop!' The campaign is less about lookalikes and more about identity and knowing exactly who you are, and more importantly, choosing the right shoe to match it.

  • The campaign was released on March 2, 2026.

The players

Gucci Mane

An Atlanta-based rapper known for his distinctive style and catchphrases.

HOKA

An American athletic shoe company known for its highly cushioned and supportive running shoes.

Foot Locker

A major American athletic footwear and apparel retailer.

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The takeaway

The Gucci Mane x HOKA campaign at Foot Locker demonstrates how brands can leverage viral internet culture and celebrity lookalikes to create engaging and shareable content that promotes their latest product offerings.