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HOKA, a division of Deckers Brands (NYSE: DECK), has launched the latest evolution of its globally integrated marketing campaign, FLY HUMAN FLY, with an anthem film titled “Bird’s Eye.” Celebrating the brand’s origin story, the film inspires movers everywhere to embrace the belief that “We Are All Born To Fly.”
To bring this new brand anthem to life, HOKA collaborated with its creative agency of record, Anomaly, building on the success of the “Murmuration” campaign released in June 2023. The “Bird’s Eye” campaign taps into HOKA’s origin story, which began in the French Alps. Featuring captivating aerial POV shots, the film follows a bird as it joins a diverse group of movers—road runners, trail runners, and casual joggers—on an epic flight from the mountain tops to the roads below. This narrative of joyful flight highlights the power of community and movement, demonstrating that together, we fly higher, run faster, and go further. Through this journey, viewers discover the exhilaration and freedom that these runners feel, reinforcing the powerful HOKA-led truth: We Are All Born To Fly.
Each seasonal FLY HUMAN FLY campaign, including “Bird’s Eye,” aims to reinforce HOKA’s authenticity as a modern performance brand, creating an emotional connection with its close-knit community. FLY HUMAN FLY continues to serve as an invitation for all movers to find their way to the starting line and experience the joy of movement.
