How the power of the human impact story captures the nationalinterest

Back Story

Tim Don is the British triathlete, ironman world champion and On brand ambassador whose world was turned upside down after being hit by a car while on his bike in the last days of training for the Kona ironman contest in 2017. He suffered a multiple of life-threatening injuries but his determination, incredible talent, positivity and sheer will to achieve the unthinkable, saw him comeback and run the Boston Marathon in April 2018. As one of Tim’s sponsors, On supported him on his recovery journey and created a powerful film which captured the hearts of the nation and beyond.

Action Plan

Onapproached Aspire to help tell Tim’s incredible comeback story to inspire athletesand followers of the brand, and to spread the word about this true sporting hero.Whilst staying close to our heritage core audience we also reached out beyond thesecontacts and took the tale to the mainstream news and lifestyle media. Alongwith targeted media releases and access to remarkable imagery from Tim’s recovery trail, the athletehimself was also availabe for interview, including an appearance at the LondonMarathon Expo ahead of the 2018 event and ‘Run to Switzerland’ event at theSwiss Embassy.

PowerfulReturn

Sureenough the increadible story Tim’s return to racing, coupled with his genuine,medi friendly qualities as a brand amabassador, struck a cord with press andmedia beyond just those in the running and triathlon realm. National radio andnewspapers picked up Tim’s story and ran with it, generating awareness of hisjourney to get to the Boston Marathon as well as creating a noise around theimminent release of a film, produced by Hungry Man, which told his story ingreater detail. Alongside features in RunnersWorld and a range of triathlonpublications, BBC national radio and the biggest selling mainstream news media inthe UK - The Daily Telegraph, The Mail and The Sun - all covered the tale ofTim’s recovery and his ambition to run a marathon again.

Such a remarkable story of determination and desire to fulfil one’s life goals in the face of unimaginable adversity makes for a truly inspirational read and by making Tim and his story available to Aspire On were able to ensure a much wider audience were aware of his incredible achievements.

https://youtu.be/UhjIchwAkAU

At A Glance –Tim Don Story Phase 1

• Radio 2 Chris Evans Breakfast–  reach 15.4 million listeners
• The Telegraph Online – circulation 28,084,000
• Daily Mail Online – circulation 186,093,324
• The Sun - (Combined Print & Online) 2.8 million
• Tri247.com - total reach 140,000
• Triradar – total reach 140,000
• Red Bull – total reach 61,870
• 220Triathlon – total reach 18,733

‘How the fastest ever Ironman shook off a broken neck to keep on running’ article by Tome Morrissy- Swan – The Telegraph, 2 March 2018. View article

"You MUST watch it. Essential viewing,fantastically produced" – TRI247

"On release film about Ironman pro TimDon's remarkable recovery

from a fractured neck" – 220 Triathlon

"Tim defied the odds once more, winningat Ironman 70.30 Costa Rica. Amazing doesn't cover it." – Red BullBulletin

“At On, we take pride in sponsoring not justathletes, but their human spirit,” says Olivier Bernhard" - Triradar

"Swiss-based sportswear sponsors On, whoimmediately renewed his deal for another three years following the accident —had the utmost belief in an incredible recovery” – Daily Mail Online

“Beingon that start line means everything. I’m racing for myself and my family.” –The Sun Online

Aspire PR & Marketing handle all UK PR mediarelations, press events and a product seeding and review programme for On.

Formore information www.on-running.com