On
On
On: Turning night of the 10k PBs London’s hottest ticket
3.12M
online coverage
462K
print circulation
1.4M
advertorial reach
the challenge
On, the Swiss performance brand, has grown into a global sports and lifestyle name while staying rooted in running culture. As part of its international On Track Nights series, the brand partnered with the Night of the 10,000 PBs - widely known as the world’s most exciting track meet.
Aspire was tasked with elevating the UK event across 2023 and 2024, strengthening credibility with core runners while broadening lifestyle appeal. The aim was to build sustained buzz before, during and after race night, positioning it as a cultural moment, not just an athletics meet.
our solution
We delivered a phased PR campaign to build momentum across the season and carry interest into the following year.
Pre-event
- Targeted outreach to national, sports and lifestyle media
- Athlete interviews to support brand storytelling
- Preview features building anticipation
Race night
- Live coverage via media partners and creators
- Journalist access to On athletes
- Social and owned content capturing the atmosphere
Post-event
- Rapid image distribution to secure coverage
- Banked features supporting the next year’s event
- Advertorial and creator partnerships
The strategy positioned the race as both elite sport and entertainment, giving running a festival-style narrative.
the impact
Across 2023 and 2024, the campaign raised the event’s profile and strengthened On’s credibility while reaching new audiences.
3.12M
online coverage
462K
print circulation
1.4M
advertorial reach
Coverage appeared in The Guardian, Runner’s World, Women’s Fitness and The Evening Standard. The activity delivered year-on-year growth and established Night of the 10,000 PBs as a standout moment on the UK running calendar.
