On
On: Getting weird with the On Cloudmonster
estimated online circulation
influencer reach
social media reach
the challenge
On’s Cloudmonster, a max-cushion performance running shoe featuring its biggest CloudTec® yet, marked one of the brand’s boldest launches. Designed to combine serious run tech with standout style, it needed credibility with runners while appealing to a wider urban audience.
Aspire was tasked with building hype, securing authoritative coverage and connecting the launch with real running communities to prove the Cloudmonster was more than just a statement shoe.
our solution
We delivered a community-led campaign combining experiential PR, partnerships and targeted seeding to bring the ‘Get Weird’ launch to life.
Monster Den Activation
- Media and influencer preview with tech panel discussion
- Hands-on product testing and 1:1 press visits to drive reviews
Community Engagement
- Weekend “Monster Chase Runs” across East London
- Participation from crews including Outrunners and Black Girls Do Run
Credibility & Reach
- Partnership with The Run Testers for performance validation
- Targeted media and creator seeding timed to launch
The approach balanced playful brand energy with credible performance storytelling.
the impact
The Cloudmonster launch generated strong buzz across running and lifestyle audiences, reinforcing On’s disruptive brand identity.
estimated online circulation
influencer reach
social media reach
Coverage across running, tech and national media established the Cloudmonster as both a performance innovation and a cultural talking point. The campaign successfully introduced the shoe to new audiences while strengthening loyalty among core runners, creating a platform for future product releases.
