The all new spot created with Anomaly Los Angeles celebrates the joy in movement and community.
HOKA®, a division of Deckers Brands, launches MURMURATION, a global brand campaign spanning owned media, out-of-home, CTV, digital, and paid social running on Meta, Snapchat, and TikTok. Expanding on the brand’s FLY HUMAN FLY creative platform launched last year, the campaign marks the brand’s most extensive globally integrated marketing campaign to date, and notably its first since becoming a billion dollar brand in 2022.
A 60-second anthem film, co-directed by creative duo Ian Pons Jewell and Leigh Powis and featuring HOKA elite athletes Jan Frodeno and Adelle Tracy, explores the concept of a ‘murmuration’ — the shape-shifting phenomenon that results when a large flock of birds flies together in intricately coordinated patterns.
“We are so proud to share MURMURATION with the world. The campaign underscores the brand’s belief in the transformational power of movement, celebrates community, and reads as a love letter to HOKA fans around the world,” said Erika Gabrielli, Sr. Director of Global Integrated Marketing at HOKA.
Whether you’re a marathoner, a hiker, or a walker, HOKA creates a world of infinite possibility by bringing to life the sensation of truly flying. The campaign celebrates the limitless possibility of flight, by empowering all humans to experience joyful movement together.
“The creative opportunity to bring FLY HUMAN FLY to life for HOKA was huge and so inspiring for Anomaly. HOKA is still building brand awareness and while their products are worn by millions of people, the creative landscape provided a big, wonderful, blank canvas for us,” said Jeremy Wirth, Group Creative Director at Anomaly Los Angeles.
Later this year, HOKA will reveal two more campaign films following MURMURATION. The second film, also directed by Jewell and Powis, celebrates the launch of Mach X, the next iteration of the brand’s iconic Mach franchise. Mach X offers a race-ready, performance-driven running shoe and further solidifies HOKA as a pioneer in the performance category.
The third and final film in the campaign celebrates Anacapa 2 GTX, the brand’s most earth-conscious hiking boot to date. Director Autumn de Wilde brings beauty and emotion to hiking, while choreographer Ryan Heffington visualizes the joy of hiking through music and movement.
“FLY HUMAN FLY was the guiding principle that helped us define the brand’s creative tone of voice and look and feel across all the films and design work,” said Wirth.
To reinforce the campaign’s celebration of community, HOKA is inviting regional run clubs across the country to join the brand in local HOKA FLY RUNS that will bring people together over the shared love of movement. The first RUN will take place today, with a start line at the brand’s new pop-up location in Midtown Manhattan. The 3,400 square feet store will be the brand’s largest retail location in the US. Additionally, HOKA is proudly donating $100K to Achilles International, an organization empowering athletes of all ages and ability levels to participate in endurance events. As part of an ongoing partnership with Achilles International, HOKA aims to break down barriers, get more people of all abilities to the start line, and share the joys of movement with everyone.
