Hoka Launches Global Running Campaign ‘Together, We Fly Higher’ With Paralympic Gold Medalist Grace Norman

Hoka has tapped Paralympic gold medalist Grace Norman for a new global running campaign dubbed “Together, We Fly Higher.”

Launched Thursday with a two-minute spot and shorter clip both soundtracked by Bob Dylan’s “Shelter By the Storm,” the campaign highlights the community that supports runners, including coaches, family, spectators and fellow participants.

Additional shorts will release over the coming months, and Hoka is boosting the campaign through connected television, out-of-home, digital, owned media and paid social in addition to its own social platforms.

“As a brand driven by the joy of progress, we recognize the role community plays in the long road athletes’ take to achieve greatness,” Erika Gabrielli, vice president of Global Marketing for Hoka, said in a press release. ‘Together We Fly Higher’ is about just that — celebrating the journey and those who got you there. Our individual progress is fueled by the collective. This campaign puts a spotlight on humans supporting humans, and how this principle empowers us to push past our limits.”

The campaign comes after parent company Deckers reported a slowdown in direct-to-consumer sales for Hoka in the the fourth quarter of 2025. Deckers’ chief financial officer Steven Fasching pointed to “macroeconomic uncertainty” as a factor, as well as consumers choosing in-store purchases and higher levels of promotion for outgoing models.

“I’m not entirely surprised by that performance, generally where the quarter came in is where we expected Hoka to come in,” Fasching said in the May earnings call. “But once we get beyond Q1, with the success that we’re seeing with the new introductions in Hoka, we’re encouraged that you’re going to start to see those numbers improve.”

In June, Hoka launched the Rocket x 3 as the latest iteration of its stability-focused super shoe. It also debuted the Arahi 8 everyday road runner at the beginning of July.

Norman won Paralympic gold medals in the 2024 PTS5 Paratriathlon and 2016 PT4 Paratriathlon, as well as silver in the 2020 PTS5 Paratriathlon.