With its first global campaign, FLY HUMAN FLY™, HOKA is calling on people around the world to experience the transformative power of running and start flying.
GOLETA, California, – HOKA® launches new global brand platform, FLY HUMAN FLY. With the brand’s largest globally integrated marketing campaign to date, HOKA invites runners of all levels to experience running as a place of joy, optimism and limitless opportunity. FLY HUMAN FLY will act as a catalyst, encouraging consumers to put on the HOKA shoes and reach new heights together. The campaign will be distributed worldwide via owned media, digital platforms and out-of-home.
The FLY HUMAN FLY campaign introduces HOKA’s new motto. The 60-second new commercial showcases HOKA’s belief in the special power of movement, in this case running. Motivated by HOKA, heroes show a world full of joy, optimism and special possibilities. With stories about the brand, the products, and the people, HOKA’s strategic approach and marketing investments will accompany consumers every step of the way.
“HOKA has been supported from the start by a strong community of endurance athletes. When a consumer tries a HOKA product, they fall in love with our product innovation. These offer an experience that is both body-friendly and highly innovative. That’s how the brand grew to this timing primarily through word of mouth,” said Norma Delaney, vice president of global brand marketing at HOKA. “Those who know us are fans for life. The FLY HUMAN FLY global campaign is an invitation to people around the world to experience HOKA and fly into a world of new possibilities.”
the FLY HUMAN FLY campaign will introduce a strong visual language using bold colors that HOKA is already known for in its product offerings. This also upgrades the iconic HOKA bird logo. This creates synergies between the campaign elements and promotes brand recognition. Big, bold ideas are brought to life through new creative elements, an updated HOKA website, new product innovations, experiential events in HOKA retail stores, and ongoing integrated marketing stories. HOKA supports the advertising campaign with a comprehensive global rollout plan that includes out-of-home assets in major cities around the world and digital as well as national video spots on connected TV platforms.
In the market, HOKA stands out as a performance brand that puts people first. This is further evidenced by the “Humans of HOKA” platform. Through the stories of real people, HOKA shares the core values and DNA of the brand and celebrates the heart, soul and power of people to change the world.
HOKA will tell these special stories from athletes of all levels and abilities through videos, blogs and proprietary branded channels. FLY HUMAN FLY will continue to build on the brand’s DNA and core values.
To reinforce the HOKA message FLY HUMAN FLY, HOKA partners with Achilles International. The non-profit organization changes the lives of people with disabilities through sporting programs and social contacts. Achilles International enables over 150,000 athletes of all ages and levels, as well as veterans, to participate in endurance competitions around the world. With a significant presence at major marathons around the world and with the help of guides and equipment, Achilles helps break down barriers at the start line. Together, HOKA will support Achilles’ mission through product and monetary donations, and will feature these athletes’ inspirational stories in Humans of HOKA storytelling reports.