Following the success of the “Fly Human Fly” campaign in 2022, Hoka has taken flight again to support its Mach X performance running shoe and an eco-conscious Anacapa 2 GTX hiking boot. Hoka has launched a global brand campaign – MURMURATION, a 60-second anthem film co-directed by Ian Pons Jewell and Leigh Powis. The ad film features HOKA elite athletes Jan Frodeno and Adelle Tracy.
Erika Gabrielli, Sr. Director of Global Integrated Marketing at HOKA, said 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. Jeremy Wirth, Group Creative Director at Anomaly Los Angeles, highlighted that the creative opportunity to bring FLY HUMAN FLY to life for HOKA was huge. “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.” He added that FLY HUMAN FLY was the guiding principle that helped Anomaly define the brand’s creative tone of voice and look and feel across all the films and design work.”
MURMURATION 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. Moreover, the brand is inviting regional-run clubs across the country to join in the local HOKA FLY RUNS that will bring people together over the shared love of movement.
Furthermore, HOKA is donating $100K to Achilles International with the aim to break down barriers, getting more people of all abilities to the start line, and sharing the joys of movement with everyone.
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