HOKA Invites Humans Across the Globe to Lace Up and Fly with their First Global Campaign, Fly Human Fly

June 15, 2022

The Leading Performance Running Brand Unveils a New Global Ad Campaign, Catalyzing Athletes To Amateurs To Meet At The Starting Line

HOKA “Pursuit” Video – Watch HERE

WHO: HOKA Debuts First-Ever Global Brand Campaign

WHAT: HOKA®, a division of Deckers Brands (NYSE: DECK), launches a new global brand platform, FLY HUMAN FLY. As the brand’s most extensive globally integrated marketing campaign to date, HOKA will extend an invitation to humanity to a place of joy, optimism, and limitless possibilities

WHEN: The campaign drops June 15, 2022 in conjunction with the release of HOKA’s eagerly-anticipated Mach 5 road shoe.

WHERE: The campaign will be across all owned-media, as well as digital and out-of-home media. The FLY HUMAN FLY campaign will introduce a strong visual language, utilizing the bold colors HOKA is known for. Big, bold ideas will come to life through stately new creative, a HOKA website refresh, new product innovations, experiential events at HOKA retail stores, and ongoing integrated marketing stories. HOKA is promoting the ad campaign with an extensive global rollout plan, including out of home assets in key global cities, digital, and national video spots on connected TV platforms.

WHY: FLY HUMAN FLY will act as a vehicle to encourage consumers to meet HOKA at the starting line and take flight to new heights – together. The campaign will be amplified globally across owned media, digital platforms, and out-of-home.

“FLY HUMAN FLY is the gateway to strengthening our connection with brand loyalists while inducting new adopters into the HOKA community. HOKA is championed by those who fell in love with the brand years ago and this new campaign provides a gateway to a new global audience,” said Norma Delaney, Vice President of Global Brand Marketing at HOKA. “Through FLY HUMAN FLY, we invite people into HOKA’s world where pinnacle product innovation is not only easy on the body, but world class fast. Movement supported by HOKA unlocks joy, optimism, and a world of limitless potential.”

HOW: Timed to FLY HUMAN FLY, HOKA introduces the Mach 5, the next iteration of its iconic Mach franchise, offering a race-ready, performance-driven running shoe. Sporting a stripped back creel mesh upper and lay-flat tongue, the new Mach 5 delivers a snappier ride with PROFLY’s stacked midsole setup, offering a lightweight, responsive foam directly under foot and rubberized EVA below. The launch further solidifies the brand’s position as a pioneer in the performance category and will be complemented by an ancillary marketing campaign.

Reinforcing FLY HUMAN FLY’s commitment to bringing more people to the start line, HOKA is partnering with Achilles International, a global organization operating in 18 countries, including the United States. Since its inception in 1983, Achilles International has empowered over 150,000 athletes of all ages and ability levels to participate in endurance events around the globe. Together, HOKA will further their mission to transform the lives of athletes with disabilities through athletic programs and social connections.

For more information, visit HOKA.com.

About HOKA®

HOKA® is one of the fastest-growing performance footwear and apparel brands in history. Conceived in the mountains, HOKA footwear delivers an unprecedented combination of enhanced cushioning and support for a uniquely smooth ride. Every day, HOKA pushes the innovation and design of its footwear and apparel by teaming up with a deep roster of world champions, taste makers and everyday athletes. From finish lines to everyday life, HOKA fans love the brand for its bold and unexpected approach, and its belief in the power of humanity to create change for a better world. HOKA empowers a world of athletes to fly over the earth. For more information, visit HOKA.com or follow @HOKA. #FlyHumanFly #TimeToFly

About Deckers Brands

Deckers Brands is a global leader in designing, marketing and distributing innovative footwear, apparel and accessories developed for both everyday casual lifestyle use and high performance activities. The Company’s portfolio of brands includes UGG®, KOOLABURRA®, HOKA®, Teva®, and Sanuk®. Deckers Brands products are sold in more than 50 countries and territories through select department and specialty stores, Company-owned and operated retail stores, and select online stores, including Company-owned websites. Deckers Brands has over 40-years of history building niche footwear brands into lifestyle market leaders attracting millions of loyal consumers globally. For more information, please visit www.deckers.com.

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HOKA Media Contacts 

Miranda Young

HOKA Global Brand Communications – PR


Emily Banks