Athletic footwear company Hoka has just launched 'Murmuration,' its largest-ever global marketing campaign. The branding content builds off the company's 'Fly Human Fly' creative platform, which debuted in June 2022. This marketing campaign comes shortly after the Deckers Brands-owned sneaker brand surpassed $1B in revenue. - The 1-minute long spot opens with a picturesque, mountainous landscape, with a bird-like flock of humans running together mid-air, sporting variations of Hoka sneakers and apparel. It then closes with the runners grouped in the form of Hoka's bird-shaped logo with the caption "Fly Human Fly."
- The ad evokes feelings of community and togetherness, while the flying aspect breaks barriers and limits associated with running as a sport.
Hoka's brand campaign will span owned media, OOH, CTV, digital, and social media channels. - Hoka is honing in on community by inviting regional run clubs nationwide to participate in local Hoka Fly Runs, which will be hosted in various locations in the U.S.
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