HOKA ONE ONE concludes media pitch for China

HOKA ONE ONE has appointed OMD China as its media agency of record following a competitive pitch.  
 
HOKA ONE ONE, an international high-performance footwear and apparel brand under Deckers Brands, was particularly impressed by OMD China's exceptional understanding of the industry and its strategic recommendations, according to the release.  
 
This decision reflects the agency network's reputation for insightful thinking and innovative approaches. 
 
Connie Chan, CEO of OMD China said, “We are extremely pleased to kickstart this partnership with HOKA. As a market leader, HOKA’s distinctive brand complements our solid grasp of the indomitable sporting spirit. We look forward to working with HOKA to share their brand story with the Chinese consumers and help the brand achieve greater success in the market. "

Back in June last year, HOKA unveiled a global brand campaign named "MURMURATION", spanning owned media, out-of-home, CTV, digital, and paid social running on Meta, Snapchat, and TikTok. 

Expanding on the brand's FLY HUMAN FLY creative platform launched in 2022, the campaign marked the brand's most extensive globally integrated marketing campaign, and notably its first since becoming a billion dollar brand in 2022.

A 60-second anthem film, co-directed by creative duo Ian Pons Jewell and Leigh Powis and featuring HOKA elite athletes Jan Frodeno and Adelle Tracy, explores the concept of a 'murmuration' — the shape-shifting phenomenon that results when a large flock of birds flies together in intricately coordinated patterns.

"We are so proud to share MURMURATION with the world. The campaign underscores the brand's belief in the transformational power of movement, celebrates community, and reads as a love letter to HOKA fans around the world," said Erika Gabrielli, senior director of global integrated marketing at HOKA.

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