Known primarily for its high-performance products among professional runners, On faced the challenge of building broader brand relevance in Brazil—a market dominated by long-established global competitors. We needed to translate the brand’s Swiss identity in a way that felt authentic and culturally resonant, adapting campaigns and selecting local voices that reflect Brazil’s diversity. At the same time, it was crucial to expand awareness of On’s full product portfolio—positioning its footwear and apparel as desirable not only for elite athletes, but also for everyday sports enthusiasts and lifestyle-driven consumers. Ultimately, the goal was to earn the attention of both media and consumers by making On feel close, aspirational, and relevant across multiple communities.

We built our strategy around three key pillars: Brand Reputation, Lifestyle Connection, and Digital PR—each activated through customized tactics to grow awareness and relevance.

We initiated conversations centered on performance, sport, and running, while simultaneously integrating On into fashion, business, and lifestyle media. This dual approach positioned the brand across multiple cultural spaces, organically expanding its visibility and credibility.

To amplify reach, we engaged journalists, stylists, creators, and athletes—both professional and amateur—with strong influence in their communities. We also introduced On to celebrities and public figures through curated seedings, stylist partnerships, and select fashion productions. As a result, the brand became recognized not only for performance, but for its emotional and aspirational appeal.

Everybody is talking about On in Brazil. Our work generated over 290 media articles, reaching more than 115 million people and driving R$27 million in earned media value—the equivalent of unpaid media exposure.

On social media, branded content surpassed 168 million views, impacting more than 53 million people and expanding On’s visibility far beyond the running community.