Hi everyone! Thanks for coming back to my blog today 😀

Before we begin, I have one question for you!

Do you love walking? Or are you more of a runner?

Personally, I’m a big-time walker. Back when I first moved to New York, I walked from NYU’s Midtown campus to Washington Square Park — 30-something streets, just because I could. And I’m not kidding when I say the first thing I did after landing in NYC was walk 18,000 steps a day. (I have proof!)

And honestly, I love it. NYC is one of the most walkable cities in the U.S., and with its endless subway lines and everything spread out just enough, walking makes sense. Give me a day in Soho, and I’ll walk for hours without even realizing it.

But let’s be real — none of this would be possible without the right shoes. Thankfully, I had my trusty Under Armour running shoes with me. Bless my past self for packing them!

Running Shoes in the US

The athletic footwear market in the U.S. is massive, leading in global revenue and averaging 0.33 pairs per person. If you take a stroll in NYC, you’ll see nearly everyone rocking running shoes from brands like On, Under Armour, New Balance, HOKA, and Nike.

Nike still holds the largest share of the market (around 36%), but interestingly, they’re not growing. Meanwhile, brands like HOKA and On Running are shaking things up, carving out their own niche. It’s challenging to take on market share of a large brand like Nike, but they seem to be making their own space in the running shoes category!

HOKA’s Digital Marketing Campaign: “We Are All Born to Fly”

So today, I wanted to dive into one of the biggest rising stars in the running shoe industry — HOKA — and their recent digital marketing campaign.

About HOKA®

HOKA was founded in 2009 in France by two designers, Nicolas Mermoud and Jean-Luc Diard, who previously worked at the outdoor brand Salomon.

The company made its way to the U.S. in 2010 and was later acquired by UGG’s parent company, Deckers in 2012 for $1.1M. Fast forward to today, — HOKA’s net sales increased increased 23.7% to $530.9 million in a single year (2024–2025). HOKA’s parent company, Deckers, holds a 4.3% market share, and HOKA’s revenue jumped by 28% in 2023.

Telling, Not Selling

This is HOKA’s recent digital marketing campaign, “We Are All Born to Fly,” is an extension of its “Fly Human Fly” platform. The message was simple: focus on the brand, not the product. The campaign launched with a 1-minute, 30-second commercial featuring aerial shots of diverse runners moving through the French Alps, highlighting the joy and freedom of running.

However, it was not a “campaign” in the traditional sense because HOKA did not aggressively push it through paid promotions or extensive digital activations.

Instead, they relied on their existing community engagement, such as their sponsorship of the Western States Endurance Run and the upcoming Paris 2024 Olympics, to generate organic buzz.

Surprisingly, HOKA posted about the campaign only once on Facebook on launch day and didn’t mention it on Instagram or Threads.

This lack of digital amplification feels like a missed opportunity. Why launch a beautifully shot commercial if you’re not going to use it strategically?

A Misaligned Launch Timing?

HOKA is doing exceptionally well when it comes to social media management. They’ve almost turned their social platforms into a customer service hub, maintaining high engagement and strong relationships with their community. This approach has been incredibly successful for the brand. However, this particular campaign wasn’t used strategically to leverage sales.

The summer of 2024 was packed with major events for HOKA, including their sponsorship of the Western States Endurance Run and the buildup to the Paris Olympics. These events already gave HOKA plenty of exposure, so launching an ad without actively promoting it felt unnecessary. The question is: why launch this campaign during such a crowded time if they weren’t planning to maximize its reach?

What Could Have Been Done Differently?

A More Intentional Digital Strategy

Instead of just launching the ad, HOKA could have integrated it into their ongoing social engagement strategies. They could have encouraged user-generated content, collaborations with influencers, or interactive challenges to make the campaign more impactful.

Better Timing for a Focused Push

The commercial’s message was strong, but launching it amid other high-profile events diluted its impact. If they had released it during a quieter period, they could have dedicated more resources to ensuring it stood out.

Leverage the Community Powerfully

HOKA’s strength is in its community. Engaging their loyal fan base more directly — perhaps with storytelling elements or behind-the-scenes content — could have driven better engagement.

Final Thoughts

Overall, “We Are All Born to Fly” was a visually stunning but strategically misplaced campaign. HOKA remains a powerful force in the industry, and its social media presence is strong, but this campaign felt like a missed opportunity. If they want to maximize their future marketing efforts, they need to ensure their digital campaigns are integrated into their broader strategy rather than just existing as standalone pieces.

What do you think? Would this campaign make you want to buy HOKA shoes? Let me know in the comments!

Until next time — keep walking, keep running, and keep exploring 😀