FLY HUMAN FLY

A global brand platform that reclaimed HOKA’s performance roots and made them relevant to a much wider world of runners.

As HOKA’s growth accelerated, we helped turn Fly Human Fly into an enduring organizing platform for the business. We redefined the brand around Joyful Performance, then built a flexible system designed to connect brand and product across audiences and markets — from global storytelling to retail, product messaging, community experiences and toolkits for local teams.

At the center was Bird’s Eye, a cinematic brand film that returned HOKA to its origins in the French Alps and transformed the sensation of running into joyful human flight, seen through the eyes of a bird. The film extended the brand into longer-form storytelling, earning recognition at TIFF and broader distribution, while the same platform powered hard-working retail and product stories for launches including Mach X 2 and Speedgoat 6. We also created Fly Lab, new IP for HOKA’s innovation team that brought product performance into the same distinctive brand world across markets.

The business passed $2B in FY24 revenue for the first time, growing 35% YoY, while brand awareness rose 14% and consideration 6%.