HOKA Champions Community with New Global Campaign from Anomaly

Even in a sport known for solitude, HOKA believes no runner truly gets there alone.

The performance footwear brand just launched its 2025 global brand campaign, “Together We Fly Higher,” in partnership with its creative agency of record, Anomaly.

The push highlights the emotional truth behind many running journeys, that every personal milestone is powered by a collective effort.

It's centered around a sweeping anthem film set to Bob Dylan’s “Shelter from the Storm,” capturing real runners in unscripted moments.

From early morning training sessions to high-stakes race days, all shaped by the people who’ve backed them from the start.

“Our individual progress is fueled by the collective,” said Erika Gabrielli, Vice President of Global Marketing at HOKA.

“This campaign puts a spotlight on humans supporting humans, and how this principle empowers us to push past our limits.”

Overall, it's a human-first approach that reflects HOKA’s commitment to authenticity, emotion, and community.

“Every great runner, every great athlete is fueled by the support of those around them," said Anomaly’s Josh Fell, who led the creative.

Fell continues, calling the campaign HOKA's "love letter to those people." 

Real Films, Real Runners

The hero spot starts off with athletes preparing for different races early in the morning.

They have breakfast, go on last-minute grocery runs, and meet up with the other athletes.

The rest of the spot plays out like short vignettes, with different types of athletes pushing their limits doing the sport they love — of course, uplifted by their respective communities. 

The campaign launched globally on July 10 across platforms including CTV, OOH, digital, and paid social on Instagram, TikTok, Meta, X/Twitter, Strava, and LinkedIn.

The centerpiece film is supported by two additional shorts, titled "Together: Ultra Commitment" and "Together: Quiet Rituals" — both of which will roll out later this season.

Each of the films offers a closer look at runners’ rituals and the unsung support systems behind them.

While the main spot leans into raw emotion and broad storytelling, the shorts will hone in on more intimate, meditative moments.

The result is a multi-layered campaign that strengthens HOKA’s brand identity while staying true to its core values.

Our Take: How Do You Make Running Personal?

HOKA’s campaign offers a great example of how to turn a performance message into something emotionally sticky.

The use of Bob Dylan’s track wasn't just a creative flex, either.

To me, it served as a strategic nod to timeless authenticity.

As Fell joked, “Bob Dylan saw it and liked it, which is pretty much the only award we've ever cared about.”

Through focusing on who makes progress possible,  HOKA reframes what a running ad can look like.

Personally, I think it’s a play that gives people something to feel, not just aspire to. 

In other news, Ribena recently launched its brand platform serving as an ode to British nostalgia.