First they laughed. Then they copied us.

So we politely reminded the running world that HOKA was the first to think big.

We tweaked HOKA’s slogan, Time to Fly, creating the template “Time to ____”.

We tailored it to show how HOKA and its athletes are exceptional – then we invited people to fill in the blank and share what HOKA means to them.

The campaign was organized into chapters like “Time to Reimagine” and “Time to Challenge the Status Quo.” Within each chapter, we produced a series of short films with Kayser and Co., each depicting an athlete story and titled using the same template.

Time to Fly was a signal that HOKA wouldn’t shirk from the accusation that they were “different.” With this campaign, they said “you’re right – we’re better.”