Hoka footwear has selected Rygr, an integrated marketing agency, to lead brand communications and earned-media strategy across the performance running sector.

The agency focuses on active lifestyle and outdoor performance accounts. Its portfolio includes icebreaker, Orvis and Ariat.

Allie Tsavdarides, vice president marketing, HOKA North America, said: “Partnering with Rygr allows us to deepen our connection with the running community, more effectively scale our storytelling and continue to inspire people everywhere to fly.”

Melissa Hlidek, Rygr president, added the agency wants to share the brand's  “powerful stories of community and connection, helping more runners and dreamers feel the brand’s impact during this inspiring chapter of growth.”

Deckers Brands owns Hoka. The footwear company's holdings also include UGG and Teva.