Hoka, a division of Deckers Brands, has launched Murmuration, a global brand campaign spanning owned media, out-of-home, CTV, digital and paid social, running on Meta, Snapchat and TikTok. The campaign builds on the brand’s Fly Human Fly creative platform launched last year and is the brand’s most extensive global integrated marketing campaign to date, and notably the first since it became a billion-dollar brand in 2022.
A 60-second anthem film, directed by creative duo Ian Pons Jewell and Leigh Powis and featuring Hoka elite athletes Jan Frodeno and Adelle Tracy, explores the concept of “murmuration” – the shape-shifting phenomenon that occurs when a large flock of birds flies together in intricately coordinated patterns. “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,” said Erika Garibelli, Senior Director of Global Integrated Marketing at Hoka.
Later this year, Hoka will unveil two more campaign films following Murmuration. The second film, also directed by Jewell and Powis, will celebrate the launch of Mach X, a competitive, performance-oriented running shoe from the Mach series. The third and final film in the campaign introduces the Anacapa 2 GTX, a shoe the brand calls its “most earth-conscious hiking boot to date.” Director Autumn de Wilde brings beauty and emotion to hiking, while choreographer Ryan Heffington visualizes the joy of hiking through music and movement.
To underscore the community spirit of the campaign, Hoka is inviting regional running clubs across the country to join the brand in local Hoka Fly Runs that bring people together over a shared love of exercise.
