Footwear brand DTC Hoka launches its first global campaign

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Diving brief:

  • Amid its transition to offline stores, footwear and apparel brand Hoka launched its Fly Human Fly campaign, according to an announcement on Wednesday. The brand is also showcasing its Mach 5 running shoe, which will be promoted through an ancillary marketing campaign.
  • The Fly Human Fly campaign features a 60-second anthem film, Pursuit. The brand is promoting the campaign internationally on its digital channels and national video ads on connected TV platforms, according to the press release.
  • The brand said it is also donating funds and products to Achilles International, a charity that supports people with disabilities through athletics and community. The company also plans to promote the nonprofit through its Humans of Hoka storytelling platform.

Overview of the dive:

Although Hoka is launching its first global campaign, the brand has already seen a surge in sales. Its worldwide sales were $891.6 million in the year ending March 31. a 56% increase from the previous year, Ad Age reported.

“Hoka has been championed by a strong community of endurance athletes from the very beginning. When a consumer tries a Hoka product, they fall in love with our product innovation that delivers a world-class fast, body-friendly experience. So the brand has grown primarily through word of mouth so far,” said Norma Delaney, vice president of global brand marketing at Hoca, said in a statement. “Those who know us are lifelong fans. The Fly Human Fly Global Campaign is an invitation for humans everywhere to experience Hoka and soar into a world of new possibilities.

Amid its surge in sales, the DTC brand also took its presence offline last year. Last September, Hoka launched two physical pop-up stores in New York and Los Angeles, keeping them open until last December. At the time, Delaney said in a statement that the stores were meant to bring together spaces for customers, brand ambassadors, elite athletes and product experts.

For now, Hoka, acquired by footwear giant Decker’s in 2013, remains available in specialty running stores and online, but it joins other brands in mixing physical stores with its e-commerce operations. As Foot Locker looks to fill the void left by Nike’s departure, the sportswear retailer confirmed last month that Deckers Brands sell Hoka’s shoes in Foot Locker this summer.