To outsiders, running marathons inspires awe. Remarkable feats of endurance rewarded with personal bests and medals. Anomaly and HOKA present something else. A campaign that shows the inside of marathons, the highs and lows of the journey of training and race day that only real runners would recognise. The IYKYK campaign, Together We Fly Higher, cements Hoka’s position as the human-first performance brand for runners, committed to inspiring, connecting and bringing people together, while also motivating individuals to take bold leaps toward personal progress.
The campaign is led by an anthem film, Together, set to the tune of Bob Dylan’s, Shelter from the Storm, that captures real moments between actual runners and their real-life run communities during pivotal points in their running journeys. It begins the campaign’s story of a runner’s individual progress fuelled by the collective, whether propelled forward by the support of a coach, fellow runners or a family member. It features individuals in raw and intimate settings, highlighting how the encouragement of others helps people to push past their limits, explore new challenges, and experience greater freedom and connection through sport.
Two short films, Together: Ultra Commitment and Together: Quiet Rituals, that capture the nuances of a runner’s world and the moments that define the running experience, will follow. These films continue to highlight the crucial role of support systems, underscoring how individuals’ pursuit of progress is nurtured by the strength of their community.
The full campaign covers CTV, OOH, digital, owned media, and paid social across HOKA affiliated social media platforms; Instagram, TikTok, Meta, HOKA TV, X/Twitter, Strava, and LinkedIn.
“As a brand driven by the joy of progress, we recognise the role community plays in the long road athletes’ take to achieve greatness. Together We Fly Higher is about just that – celebrating the journey and those who got you there,” stated Erika Gabrielli, vice president of global marketing at HOKA. “Our individual progress is fuelled by the collective. This campaign puts a spotlight on humans supporting humans, and how this principle empowers us to push past our limits.”
“The whole category talks about performance. And the individuals pushing themselves to go farther. Which is true. But not the whole truth. Every great runner, every great athlete is fueled by the support of those around them. This campaign was our love letter to those people. The ones who give us shelter from the storm. So we can take our next step forward. And fly higher, together. Also, Bob Dylan saw it and liked it which is pretty much the only award we’ve ever cared about. A Bobby,” added Josh Fell, partner and CCO at Anomaly LA.
