Kuala Lumpur, 1 August 2022 – 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 runners in Malaysia of all abilities to experience a place of joy, optimism, and limitless possibilities. FLY HUMAN FLY will act as a catalyst to encourage Malaysians 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.
The FLY HUMAN FLY campaign introduces Pursuit, HOKA's anthem film. The 60-second spot establishes HOKA’s belief in the transcendent power of movement, in this case, a run. Fueled by HOKA, Pursuit features heroes entering a magical world filled with joy, optimism, and superhuman possibility. With brand, product, and human stories, HOKA’s strategic approach and marketing investments will meet consumers at every step in their journey.
"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 an experience that is both easy on the body and world-class fast. Thus, the brand grew primarily by word of mouth up until this point," said Norma Delaney, Vice President of Global Brand Marketing at HOKA.
"Those that know us, are fans for life. The FLY HUMAN FLY global campaign is an invitation for humans everywhere to experience HOKA and fly into a world of new possibilities," added Norma.
HOKA distinguishes itself in the marketplace as a human-first performance brand, evidenced by its rich storytelling platform “Humans of HOKA.” Through the stories of real humans, HOKA shares the brand’s core values and DNA and celebrates the heart, soul, and power of humanity to change the world. HOKA will tell these incredible stories of athletes of all levels and capabilities through video, blog and native brand channels. In Malaysia, local multitalented and deaf artist Edward Wong was handpicked exclusively to be part of “Humans of HOKA” to shed light on his personal journey and challenges faced, where he persevered and made the best of his situation to rise above it all. In this instance, FLY HUMAN FLY will continue to build upon the brand's DNA and core values.
Timed to the launch of FLY HUMAN FLY, HOKA introduces the Mach 5, the next iteration of its iconic Mach franchise, offering a race-ready, performance-driven running shoe. With a perfect balance between speed and comfort, the Mach 5 energizes runners to catch whatever it is they’re chasing, from a race day PR to that feeling of flight, faster.
In addition to that, HOKA also introduces one of their hardest working shoes, Bondi 8. The ultra-cushioned game changer is reimagined with softer, lighter foams and a brand-new extended heel geometry. Thanks to its billowed effect at the rear crash pad, it enables runners with an incredibly soft and balanced ride from heel-strike to forefoot transition. With the combination of its softness and bounciness, the Bondi 8 is the perfect shoe made for runners of all levels.
The launch further solidifies the brand’s position as a pioneer in the performance category and will be complemented by an ancillary marketing campaign.
For more information on HOKA, FLY HUMAN FLY, please visit HOKA.com. For all HOKA products in Malaysia, you may visit any Running Lab retail stores located at:
- Running Lab Pavilion, Lot 5.102.02, Level 5, Pavilion Elite
- Running Lab The Gardens Mall, Lot No. T-227, 3rd Floor, The Gardens Mall
