Hoka soars with dynamic rendition of origin story

Sportswear company HOKA has launched the latest evolution of its "Fly Human Fly" globally integrated marketing campaign with an anthem film entitled "Bird’s Eye".

Bringing the brand’s origin story to life, the film celebrates joyful performance, while inspiring movers everywhere to take flight.

The brand anthem film was done in collaboration with creative agency Anomaly, further building on the “Murmuration” campaign released in June of last year (2023).

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The new brand campaign, “Bird’s Eye,” taps into the brand’s origin story of being founded in the French Alps. The film uses captivating aerial POV shots, following a bird that joins all kinds of movers – road runners, trail runners, and casual joggers– in flight from the top of the mountain as they descend onto the roads.

The film is also featured on the campaign’s microsite, which includes hyperlinks to specific HOKA sportswear such as shoes for trail running, road running or general apparel. The site also links to a Humans of HOKA page, spotlighting users of various walks of life positively impacted by the HOKA brand.

HOKA said it used a story of joyful flight to depict the power of community and movement, where its users fly higher, run faster, and go further together. Through this exploration, it aims to showcase that these runners feel the same excitement and freedom as flying, reiterating its brand message “We Are All Born To Fly.”

Through each seasonal "Fly Human Fly" campaign, such as ‘Bird’s Eye,’ HOKA aims to reinforce its authenticity as a modern performance brand, creating an emotional touchpoint with its community. It said that "Fly Human Fly" will continue to serve as an invitation for all movers to find their way to the starting line and experience the joy of movement.

The campaign has been amplified globally across owned media, out-of-home, CTV, digital, and paid social – running on Meta, Snapchat, and TikTok.

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