Hoka Returns to the French Alps for Fall 2024 ‘Fly Human Fly’ Campaign Series

Hoka is bringing its origin story to life with its newest campaign film.

Called “Bird’s Eye,” the Deckers-owned performance brand’s new campaign brings the viewer on a journey to where it all started – the French Alps. The spot features captivating aerial point-of-view shots that helps tell the story of a bird soaring alongside road and trail runners.

“Together, they embark on an epic journey, descending from the mountain top to the roads below, capturing the spirit and determination of every runner,” the company said in statement. “This story of joyful flight is a testament to the power of community and movement – we fly higher, run faster, and go further – together.”

This latest fall 2024 campaign was created in partnership with its creative agency of record, Anomaly, and is part of Hoka’s “Fly Human Fly” ad franchise that launched in 2022.

“Bird’s Eye” will run on television, digital retail, owned media, out-of-home and paid social on Meta, Snapchat and TikTok throughout the fall 2024 season.

This campaign comes as the hot running brand continues to expand its store footprint. Last month, Hoka opened the doors to its new home in New York City – a 9,000-sq.-ft. store at 579 Fifth Avenue.

In May, Hoka landed in Paris ahead of this summer’s Olympic Games. Located at 35 Boulevard des Capucines in the buzzy Opéra neighborhood, the 1,500-sq.-ft. store marks Hoka’s first shop in France and showcases the brand’s full line up of footwear, apparel and accessories.

Deckers wrapped up fiscal 2024 on a high note in May, with net sales increasing 18.2 percent to a record $4.288 billion for the year. At Hoka, the company reported that the brand’s net sales in fiscal 2024 rose 27.9 percent to $1.807 billion, up from $1.413 billion in 2023.

As for fiscal 2025, Deckers is optimistic that Hoka will remain the main driver of growth across the company. The company said that it expects Hoka’s net sales to increase 20 percent over fiscal 2024 next year through consumer acquisition and retention gains in its direct-to-consumer channel, expanding strategically through key partners while maintaining disciplined marketplace management and maintaining a dedicated focus on growing awareness and market share internationally.