Hoka has just launched "Bird's Eye," its latest ad for Fall 2024, which highlights the thrill of trail running in the great outdoors.
Shot from the perspective of a soaring falcon, the film features a diverse cast of runners traversing stunning landscapes in the French Alps — a nod to the company's heritage.
The spot continues Hoka's "Fly Human Fly" campaign, which was created with Hoka's creative agency of record Anomaly in 2023.
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Since launching its first campaign, the French shoe brand has exploded into the footwear industry with a string of successful releases and collaborations.
Hoka's latest collaboration with acclaimed conceptual artist and shoe designer Nicole McLaughlin is a recolored rerelease of her take on the Mafate Three2, which sold out soon after last year's release.
Previous collaborations include shoes designed with WTAPS, Brain Dead, and Moncler.
Fly with Hoka
Set to an energetic rock song by musician Eamon, the spot begins from the perspective of a falcon closing in on a pair of runners.
The camera descends onto a stunning mountain view, with more and more trail runners taking paths through a forest, across a lake, down a mountain road, and eventually through the city.
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By evoking the feeling of soaring across the sky like a bird of prey, Hoka highlights both the adventure and the comforts that its shoes can bring.
Launched on Monday, the spot runs across television, digital, social media, out-of-home, and owned media.
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Editing by Katherine 'Makkie' Maclang
