HOKA, a division of Deckers Brands, has launched a new global brand platform, FLY HUMAN FLY. HOKA notes that this is the brand’s… ‘most extensive globally integrated marketing campaign to date… HOKA will extend an invitation to runners of all abilities to experience a place of joy, optimism, and limitless possibilities.’
The campaign will be amplified globally across owned media, digital platforms, and out-of-home. It introduces – Pursuit – HOKA’s anthem film.
‘Pursuit features heroes entering a magical world filled with joy, optimism, and superhuman possibility. With brand, product, and human stories, HOKA’s strategic approach and marketing investments will meet consumers at every step in their journey.’
“HOKA has been championed by a strong community of endurance athletes from the very beginning,” said Norma Delaney, Vice President of Global Brand Marketing at HOKA.
“When a consumer tries a HOKA product, they fall in love with our product innovation that delivers an experience that is both easy on the body and world class fast. Thus, the brand growing primarily by word of mouth up until this point.
“Those that know us, are fans for life. The FLY HUMAN FLY global campaign is an invitation for human’s everywhere to experience HOKA and fly into a world of new possibility.”
The FLY HUMAN FLY campaign will utilise the bold colours HOKA is known for in its product offerings and will elevate the HOKA bird logo – creating synergies across campaign elements and looking to drive brand recognition.
There will also be a HOKA website refresh, new product innovations, experiential events at HOKA retail stores, and ongoing integrated marketing stories. HOKA is promoting the ad campaign with an extensive global rollout plan, including out of home assets in key global cities, digital, and national video spots on connected TV platforms.
Timed witho the FLY HUMAN FLY launch, HOKA is introducing the Mach 5, the next iteration of its Mach shoe franchise, offering a race-ready, performance-driven running shoe.
With a balance between speed and comfort, the Mach 5 launch aims to further solidifies the brand’s position as a pioneer in the performance category and will be complemented by an ancillary marketing campaign.
Amplifying HOKA’s message of FLY HUMAN FLY, HOKA is also partnering with Achilles International, a global organization operating in 18 countries, including the United States.
Achilles International has empowered over 150,000 athletes of all ages and ability levels to participate in endurance events around the globe. With a presence at major marathons worldwide, and with the aid of guides, gear, and social connections, Achilles helps to break barriers to the start line.
Together, HOKA will further its mission through monetary and product donations and amplifying the Achilles mission via dedicated ‘Humans of HOKA’ storytelling highlighting some of the inspiring stories of these athletes.
