Hoka is launching its first and largest (so far) global integrated marketing campaign, after crossing $1 billion in sales.
One year after its first push, Hoka is back again, with a new iteration on their same “Fly, Human, Fly” push, rolling out a new tag line and their very first global campaign. This time around, they have used a different creative agency, Anomaly Los Angeles. The first is a 60-second commercial by the Deckers Brands-owned footwear marketer – this is the first of a series of ads.
The ad is called “Murmuration,” and it features different runners, hikers and walkers – different kinds, different ages, and different ethnicities - in what can only be called a whimsical trip through the sky. It ends with a configuration that forms the Hoka bird logo, with “Big Bird” by Eddie Floyd playing in the background right through. The concept is based on murmuration, a flocking behavior seen in birds like starlings. This 60-second anthem spot reinforces the idea that distance runners and casual walkers feel like they are actually flying together in Hoka shoes.
Two more product-focused videos will air later this summer. One is for the Mach X performance running shoe and the other, for an eco-conscious Anacapa 2 GTX hiking boot.
This campaign will air in more than 30 countries and will include a media mix of connected TV, digital video and paid social (TikTok, Meta and SnapChat). There will also be several national key city out-of-home takeovers with 3D elements. This is their largest integrated brand campaign to date.
Hoka was founded 14 years ago and was acquired by Deckers in 2012. The brand continues to grow globally – and their fastest-growing cohort is Gen Z.
Last year Hoka crossed the $1 billion brand threshold and has reported a 40% increase in quarterly sales now. The brand is working on creating increased awareness.
A 60-second anthem spot uses striking visuals to reinforce the notion that distance runners and casual walkers feel like they are flying together in Hokas.