HOKA has launched the latest chapter of its Fly Human Fly global platform in Australia and New Zealand with the film Bird’s Eye, created by its global creative agency of record, Anomaly.
The campaign taps into the sportswear brand‘s origin story of being founded in the French Alps. It depicts a bird soaring alongside road and trail runners, aiming to inspire movers with the belief that ‘We Are All Born To Fly.’
“This story of joyful flight is a testament to the power of community and movement – we fly higher, run faster, and go further – together,” HOKA ANZ marketing manager, Molly Rugg said to Mediaweek.
“Through this exploration, the audience comes to discover that these runners feel the same excitement and freedom as flying, reiterating a powerful HOKA-led truth: We Are All Born To Fly.”
“Through each seasonal Fly Human Fly campaign, HOKA reinforces its authenticity as a modern performance brand, creating an emotional touchpoint with its close-knit community,” Rugg continued.
“Fly Human Fly ‘Bird’s Eye’ will continue to serve as an invitation for all movers to find their way to the starting line and experience the joy of movement.”
In Australia and New Zealand, the campaign will be amplified across film in digital, owned media and paid social until the end of 2024, in addition to OOH media support, including Melbourne tram wraps.
The work further builds on HOKA’s Murmuration campaign by Anomaly, released in June of last year.
In June, HOKA FlyLab was brought to life in Sydney’s Pitt Street over five days via Emotive, the second activation by the creative independent for HOKA in Australia.
The experiential brand activation offered free community events and health and fitness masterclasses on topics ranging from health and nutrition to performance, tech, and innovation, in time for Global Running Day, celebrated between 1 and 9 June.
At a similar time, HOKA competitor New Balance partnered with wellness platform Kic to launch a second campaign partnership – a run club for young women and non-binary folks across the country to learn how to run with confidence. Launching with events in Melbourne and Sydney via Mango Communications, part of DDB Group, the run clubs were part of Kic’s eight-week challenge (KICRUN).
According to Initiative strategist Kate O’Loughlin, “Marketers and brands alike should be running to embrace the lessons, and learn from the consumer behaviours, attached to the rise of run clubs.”
See also: Kate O’Loughlin: Marketing lessons from the rise of run clubs