Few retail categories are as competitive as athletic footwear, but Hoka is rising to the challenge. The 13-year-old running shoe brand owned by Deckers Outdoor Corp., which also owns Teva and UGG, has seen sales soar as beginner and professional runners alike clamor for its brand-emblazoned kicks.

After shortening its name last year to Hoka from Hoka One One, which means “fly over earth” in the New Zealand language of Maori, the brand has been boosting its awareness with fresh marketing. It launched its first global marketing campaign, working with FCB, in May. The surreal “Fly Human Fly” push equates running in Hoka shoes with the surreal experience of running in color—all others pale in comparison.

“It’s an incredibly competitive category and it’s very hard to message in new and different ways,” said Norma Delaney, VP of global brand marketing. “One of the reasons why we have [the] momentum we do is that people feel like when they experience Hoka, they want to tell other people about it,” she added.

Hoka will continue to grow its footprint by opening more stores—it has outposts in New York and Chicago—and selling at retailers such as Dick’s Sporting Goods and REI.