HOKA Unveils Global Campaign “MURMURATION” Celebrating Movement and Community

HOKA Unveils Global Campaign "MURMURATION" Celebrating Movement and Community

HOKA®, one of the fastest-growing performance footwear and apparel brands in history, has launched its highly anticipated global brand campaign, “MURMURATION,” spanning various media platforms, including owned media, out-of-home, CTV, digital, and paid social on Meta, Snapchat, and TikTok. Building upon the success of last year’s “FLY HUMAN FLY” creative platform, this campaign marks HOKA’s most expansive globally integrated marketing effort to date, coinciding with its achievement of becoming a billion-dollar brand in 2022.

At the heart of the campaign is a visually stunning 60-second anthem film, co-directed by creative duo Ian Pons Jewell and Leigh Powis. Featuring HOKA elite athletes Jan Frodeno and Adelle Tracy, the film explores the mesmerizing phenomenon of a murmuration—the graceful and synchronized patterns created by a large flock of birds in flight.

“We are thrilled to unveil MURMURATION to the world. This campaign reinforces our belief in the transformative power of movement, celebrates our vibrant community, and serves as a heartfelt tribute to HOKA fans worldwide,” shared Erika Garibelli, Sr. Director of Global Integrated Marketing at HOKA.

HOKA’s mission is to create a world of infinite possibilities, where individuals can experience the sensation of flying regardless of their chosen activity, whether it be running marathons, hiking, or simply walking. The campaign exudes a spirit of boundless potential, encouraging all individuals to embrace joyful movement together.

Jeremy Wirth, Group Creative Director at Anomaly Los Angeles, expressed the immense creative opportunity presented by bringing “FLY HUMAN FLY” to life for HOKA. With HOKA still growing its brand awareness, the campaign provided a vast, captivating canvas upon which to showcase the brand’s essence.

Following the release of MURMURATION, HOKA will unveil two additional campaign films. The second film, also directed by Jewell and Powis, will celebrate the launch of Mach X, the latest addition to HOKA’s iconic Mach franchise. Mach X promises a race-ready, performance-driven running shoe, solidifying HOKA’s position as a trailblazer in the performance category.

The third and final film of the campaign will spotlight Anacapa 2 GTX, HOKA’s most environmentally conscious hiking boot to date. Director Autumn de Wilde will bring beauty and emotion to the hiking experience, while choreographer Ryan Heffington will infuse the film with the sheer joy of movement through music and dance.

Underpinning the campaign’s celebration of community, HOKA is inviting regional run clubs across the country to join them in local HOKA FLY RUNS, fostering connections among individuals who share a passion for movement. The first run took place today, commencing at HOKA’s new pop-up location in Midtown Manhattan—an impressive 3,400 square feet store, serving as the brand’s largest retail space in the US. Furthermore, HOKA proudly announced a $100,000 donation to Achilles International, an organization dedicated to empowering athletes of all ages and abilities to participate in endurance events. Through this ongoing partnership, HOKA aims to break barriers, encourage more individuals of all capabilities to step up to the starting line, and share the joys of movement with everyone.

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