Under the title “Together, We Fly Higher”, the initiative was launched on Thursday with a two -minute spot and a short clip, accompanied by Bob Dylan’s “Shelter from the Storm”. The focus is on the role of the community – such as trainers, family, fellow runners and spectators – as a central supporter on the way to top sport.
The campaign starts against the background of declining direct sales in the fourth quarter of 2025. The Hoka-Muttergesellschaft Deckers mentioned, among other things, macroeconomic uncertainties, changing buying behavior towards inpatient retail and advertising actions for expiring models as the causes. Nevertheless, CFO Steven Fasching was confident that the numbers will recover with the success of new products.
In June, Hoka launched the Rocket X 3 stability running shoe, followed by everyday roadrunner Arahi 8. “Together, We Fly Higher” is played over various channels such as social media, digital platforms, external advertising and connected TV and is intended to emphasize the importance of collective support for individual progress in running.
