On
Launching London retail & turning hype into cultural relevance
online readership from flagship launch
print circulation and 2.8m online views from Spitalfields activity
social reach and strong event engagement
the challenge
On, the Swiss performance sportswear brand, has grown from a running start-up into a global sports and lifestyle player. As part of its UK expansion, the brand opened flagship retails paces in London on Regent Street and in Spitalfields to showcase innovation, sustainability and fashion appeal.
Aspire was tasked with driving awareness and footfall while telling the bigger brand story: On’s evolution from performance running brand to cultural lifestyle name. The challenge was to engage core runners, attract fashion and business media, and create buzz beyond launch night.
our solution
We delivered a multi-phase PRcampaign combining pre-launch storytelling, exclusive access and experientialcommunity activations.
Buildinganticipation
· Targetedoutreach and save-the-date invitations to national, retail, business andlifestyle media
· 1:1tours and interviews with On leadership and store teams
· Founderprofiling to communicate brand growth and strategy
Experientiallaunch moments
· RegentStreet: founder- and athlete-led runs to the opening
· Spitalfields:community 3K run and informal press event
· VIPshopping experiences and engagement with run crews including Curated forRunners and Black Girls Do Run
Extendingthe story
· Picturedesk photography and social content distribution
· Coverageof sustainability initiatives such as the Cyclon programme
· Features on brand growth, collaborationsand design credentials
the impact
The launches positioned On as both a performance innovator and culturally relevant lifestyle brand, reaching audiences beyond traditional running media.
online readership from flagship launch
print circulation and 2.8m online views from Spitalfields activity
social reach and strong event engagement
Coverage across fashion,business, technology and performance titles strengthened On’s UK presence and cemented its shift from specialist running brand to mainstream cultural player.
