The Leading Performance Footwear and Apparel Brand Unveils the Latest Iteration of its FLY HUMAN FLY Campaign – Inspiring All Movers to Fly
HOKA®, a division of Deckers Brands (NYSE: DECK), launches 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 with the belief that “We Are All Born To Fly.”
To bring the new brand anthem film to life, HOKA partnered with its creative agency of record, Anomaly, further building on the “Murmuration” campaign released in June of last year (2023). The new brand campaign, “Bird’s Eye,” taps into the brand’s origin story of being founded in the French Alps. With captivating aerial POV shots, the film follows a bird that joins all kinds of movers – road runners, trail runners, and casual joggers– in epic flight from the top of the mountain as they descend onto the roads. This story of joyful flight is a testament to the power of community and movement – we fly higher, run faster, and go further – together. Through this exploration, the audience comes to discover that these runners feel the same excitement and freedom as flying, reiterating a powerful HOKA-led truth: 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 close-knit community. 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 full suite of campaign assets is now available, and has been amplified globally across owned media, out-of-home, CTV, digital, and paid social – running on Meta, Snapchat, and TikTok. The campaign video and all assets will continue to be supported with evergreen assets throughout the F24 season.
The F24 HOKA FLY HUMAN FLY campaign has launched globally across HOKA.com, as well as HOKA-affiliated social media platforms (Instagram | TikTok | Meta | HOKA TV | X/Twitter | Strava | LinkedIn).