This adidas campaign challenges sports pressure with playful, innovative films by Jess Kohl, inspiring joy and resilience — Clapboard's Global Ad Archive.
We Are All Born To Fly - HOKA | Clapboard Ad Archive
HOKA’s 2024 brand anthem Bird’s Eye, created in collaboration with Anomaly, advances the sportswear category with an evocative portrayal of human movement as a form of joyful flight, rooted in the brand’s Mont Blanc heritage. The campaign’s centerpiece is a 60-second film that captures a bird’s aerial point of view as it soars alongside trail runners, hikers, road runners, and casual movers, visually equating the sensation of wearing HOKA with the exhilaration and freedom of flight. This metaphorical approach, which Clapboard classifies as FORMAT#9—Symbolize the Benefit, uses soaring visuals and the rallying tagline We Are All Born To Fly to embody the core product attributes of lightness, speed, and liberation without relying on conventional storytelling or direct product demonstration. Strategically, Bird’s Eye leverages a fully integrated rollout across broadcast, OTT, digital video, out-of-home, and social channels to saturate active lifestyle touchpoints and maximize brand resonance within the running community. The campaign also introduces an immersive Trail Training Program that engages media, influencers, and consumers with HOKA coaches and ambassadors like Cal Calamina and Latoya Snell, extending the brand narrative beyond advertising into authentic, participatory experiences that deepen consumer connection. Building on the momentum of the previous Murmuration campaign, Bird’s Eye reinforces HOKA’s positioning as a performance innovator that champions inclusivity and the emotional uplift of movement, inviting audiences to embrace collective empowerment and transcend physical limits. The film’s dynamic use of aerial footage and the choice of an energetic soundtrack by Eamon amplify the campaign’s sensory impact, aligning with consumer demand for experiential storytelling and authenticity in sportswear marketing. Clapboard rates this campaign 73/100. This campaign matters because it demonstrates how the sportswear sector can harness symbolic visual storytelling to elevate product benefits into a shared cultural experience that fuels community and aspiration simultaneously.
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