Today, HOKA, one of the fastest-growing performance footwear and apparel brands in history, has announced a new brand anthem, developed in partnership with its creative agency of record, Anomaly. The launch comes on the heels of the highly anticipated opening of HOKA’s flagship store in New York City which will showcase the brand’s latest campaigns and vividly bring the brand ethos to life.
The new brand campaign, “Bird’s Eye,” taps into the brand’s origins of being founded in Mont Blanc and tells the story of joyful human flight. A 60-second spot sits at the center of the campaign, showing that with HOKA people can fly too, as seen through the eyes of a bird. With captivating aerial POV shots, the film follows a bird that joins road and trail runners, and all kinds of movers in epic flight from the top of the mountain onto the roads – discovering that these runners feel the same excitement, the same freedom from flying. Like the bird itself, the campaign reiterates a powerful truth: We Are All Born To Fly. You can check out the hero spot here.
In tandem with the launch, the brand is launching an immersive Trail Training Program that pairs a group of core and lifestyle media, and influencers to receive the chance to train alongside HOKA coaches, athletes, and ambassadors like Cal Calamina and Latoya Snell.
“Bird’s Eye” builds on the “Murmuration” campaign developed by Anomaly in June of last year. It goes live today across broadcast, OTT, digital video, OOH, social, and digital.
“Bird’s Eye is about honoring our roots, connecting with nature, and celebrating all runners – embodying the true essence of HOKA. The campaign reignites the spirit defined by our brand from the beginning and reaffirms our commitment to a future where we inspire joy, movement and the pursuit of new heights,”
Erika Gabrielli, VP, Global Marketing at HOKA.
“We’re thrilled to launch HOKA’s origin story in a way that reflects the brand’s unique belief of making people fly,”
Jeremy Wirth, ECD at Anomaly LA.
“The idea of using an actual bird to capture the journey of multiple runners going down the mountains is what makes this campaign unique and helps it visually transcends traditional advertising. A fun ride and visceral feeling that taps into the core of what makes HOKA special – anyone can fly.”
- TEAM CREDITS
- Agency: Anomaly
- Brand: HOKA
- Erika Gabrielli – VP, Global Integrated Marketing
- Jenn Kong – Senior Brand Director
- Charis Anton – Brand Director
- Adam Larson – Global Brand Art Director
- Chloe Cozort – Associate Project Manager
- Production Company: Iconoclast
- Director: Jonas Lindstroem
- Director of Photography: Arseni Khachaturan
- Executive Producer: Francesco Colombo
- Editorial Company: Cartel
- Editor: Leo Scott
- VFX House: Parliament
- Sound Design and Mix: Barking Owl