On November 14^th, we helped our client On launch itsnew Cloudflow shoe at the London-based gym, Victus Soul. Guests were taught allabout the shoe by Product Designer, Dina Tageldin and UK Sales Director, Olly Laws, and took part ina treadmill-based running class before being given the chance to speak toathletes, Chris Thompson and Andy Vernon.

In the build-up to the event, there were a few key things that weneeded to consider from a PR perspective. Firstly, it was important for mediato understand the shoe and the improvements that have been made to it.Secondly, we wanted everyone to put it to the test – and through the treadmillsession and Q&A, these things happened.

Layla, Georgina and I represented the Aspire team and we workedclosely with On’s UK Marketing Lead, Gareth Evans. Gareth recently joined theSwiss brand and was involved in the hiring of the venue, event branding and therunning of everything on the day - he did a great job!

Vesna Stimac and Marieke Stasch, who both work forOn at their HQ in Switzerland, also played a big part in organising the event. Theywere on-hand to invite media from Europe and, Marieke also attended the eventand looked after the European guests in London on the day.

We worked hard to invite a targeted list of UK media, we created theevent invite, ordered kit and shoe samples for all guests and helped withgeneral planning and organising. Overall, we were delighted that we could fillevery spot on the list, and we were even more pleased with the names andpublications that came along.

The media industry is close-knit thing and we managed to secure somereally great titles. Runner’s World, the Telegraph, Men’s Health, Women’s Health,Athletics Weekly and Women’s Running are just some of the titles that attended.We also had some really good people from the online running community, and itwas encouraging to see so many friendly faces who were keen to learn from theexperience.

The treadmill session went down really well and it was good to seeeveryone get involved and rise to the challenge, as it really was a testingsession. Chris and Andy were great when speaking with media, too, and theirrunning rivalry, shoe opinions and running advice definitely made for aninteresting Q&A.

It’s always nice to see an event come together and everyone involved dida brilliant job. Victus Soul was an ideal fit for such a launch, and it wasgood to hear positive feedback from the media who came along; some of whom havealready published articles and reviews off the back of the event. Bring on thenext one!