HOKA, one of the fastest-growing performance footwear and apparel brands in history, has unveiled a new brand anthem developed in partnership with its creative AOR, Anomaly.
This launch coincides with the opening of HOKA’s flagship store in New York City, designed to showcase the brand’s latest campaigns and vividly bring the brand ethos to life.
The new brand campaign, “Bird’s Eye,” taps into HOKA’s origins in Mont Blanc and tells the story of joyful human flight. A 60-second spot is at the center of the campaign, depicting how HOKA enables people to feel like they can fly, seen through the eyes of a bird.
Featuring captivating aerial POV shots, the film follows a bird joining trail runners, hikers, road runners, casual runners, and all kinds of movers in epic flight from the top of a mountain to the roads, revealing that these runners experience the same excitement and freedom as the bird. The campaign reiterates a powerful truth: We Are All Born To Fly. Watch below:
REELated:
“We’re thrilled to launch HOKA’s origin story in a way that reflects the brand’s unique belief in making people fly,” said 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 transcend traditional advertising. A fun ride and visceral feeling that taps into the core of what makes HOKA special – anyone can fly.”
“‘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,” adds Erika Gabrielli, VP, Global Marketing at HOKA.
In tandem with the launch, HOKA is introducing an immersive Trail Training Program. This initiative pairs a group of core and lifestyle media and influencers with 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. The new campaign goes live today across broadcast, OTT, digital video, OOH, social, and digital platforms.
CREDITS:
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
AGENCY: Anomaly
PRODUCTION COMPANY: Iconoclast
- Director: Jonas Lindstroem
- Director of Photography: Arseni Khachaturan
- Executive Producer: Francesco Colombo
EDIT: Cartel
Editor: Leo Scott
VFX: Parliament
SOUND DESIGN AND MIX: Barking Owl
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