Enjoy the birds eye view with HOKA

HOKA, one of the fastest-growing performance footwear and apparel brands in history, has announced a new brand anthem, developed in partnership with its creative agency of record, Anomaly.

The launch comes on the heels of the highly anticipated opening of HOKA’s flagship store in New York City which will showcase the brand's latest campaigns and vividly bring the brand ethos to life.

The new brand campaign, Bird’s Eye, taps into the brand’s origins of being founded in Mont Blanc and tells the story of joyful human flight. A 60-second spot sits at the centre of the campaign, showing that with HOKA people can fly too, as seen through the eyes of a bird.

With captivating aerial POV shots, the film follows a bird that joins trail runners, hikers, road runners, casual runners, and all kinds of movers in epic flight from the top of the mountain onto the roads – discovering that these runners feel the same excitement, the same freedom from flying. Like the bird itself, the campaign reiterates a powerful truth: We Are All Born To Fly.

Hoka – Bird’s Eye

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Agency Anomaly/Los Angeles
Production Company Iconoclast
Director Jonas Lindstroem

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Credits

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Agency Anomaly/Los Angeles
Production Company Iconoclast
Director Jonas Lindstroem
Executive Producer Francesco Colombo
Editing Cartel
Editor Leo Scott
VFX Parliament VFX
Sound Design/Audio Post Barking Owl

Executive Creative Director Jeremy Wirth
DP Arseni Khachaturan

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In tandem with the launch, the brand is launching an immersive Trail Training Program that pairs a group of core and lifestyle media, and influencers to receive the chance to train alongside HOKA coaches, athletes, and ambassadors like Cal Calamina and Latoya Snell.

Bird’s Eye builds on the Murmuration campaign developed by Anomaly in June of last year.

“Bird’s Eye is about honouring our roots, connecting with nature, and celebrating all runners, embodying the true essence of HOKA. The campaign reignites the spirit defined by our brand from the beginning and reaffirms our commitment to a future where we inspire joy, movement and the pursuit of new heights,” said Erika Gabrielli, VP, Global Marketing at HOKA.

“We’re thrilled to launch HOKA’s origin story in a way that reflects the brand’s unique belief of making people fly,” said Jeremy Wirth, ECD at Anomaly LA. “The idea of using an actual bird to capture the journey of multiple runners going down the mountains is what makes this campaign unique and helps it visually transcends traditional advertising. A fun ride and visceral feeling that taps into the core of what makes HOKA special, anyone can fly.”