On
How On United Running Culture and Artistic Creativity
online readership
social reach
impressions
the challenge
On is a global brand trusted by runners worldwide, increasingly recognised not only for performance but also for style and cultural relevance.
Ahead of the London Marathon 2021, On wanted to expand beyond its core running community and connect with new audiences across fashion, lifestyle, and creative circles.
The brief was to create an activation that celebrated the “Point2” mindset - going the extra step - while embedding the brand in the minds of runners, cultural innovators, and tastemakers.
our solution
Aspire brought the Point2 experience to life with a four-day pop-up at Protein Studios, Shoreditch. At the heart was an art installation, surrounded by a curated programme of events combining movement, art, and music. We built anticipation through teasers to London media and a digital campaign with paid media partnerships.
- Hosted content creators ahead of launch to generate early buzz.
- Invited 60+ media, influencers, and artists to the official launch night, including Telegraph Style, Evening Standard, and Hypebeast.
- Partnered with cultural and lifestyle titles like Secret London, Dazed, The Guardian and ES Magazine to reach new audiences.
Capped the experience with a marathon live screening and finisher rewards.
the impact
The Point2 campaign introduced On to new creative audiences while maintaining credibility with core runners. All events sold out within days, website traffic spiked, and brand perception expanded beyond performance running.
online readership
social reach
impressions
The activity reinforced On as both a cultural and athletic brand.
their perspective
Vesna Stimac
Head of Communications, EMEA, On
