Connecting On’s Running Community through Music & Movement

ASK

On tasked us with elevating awareness of the Cloudmonster 2 by engaging top runners and fitness creators across eight European markets, including the UK, Germany, Italy, and Austria. Our goal was to create an immersive, high-energy experience that not only showcased the shoe’s performance benefits but also fostered authentic, community-driven connections. To add a distinctive touch, Grammy-nominated artist Jayda G composed a custom running anthem, scientifically designed to push athletes further.

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APPROACH

To bring this vision to life, we designed a holistic event weekend in Berlin, seamlessly blending performance, music, and community under the campaign "Energise Your Run." The experience was carefully curated to engage both elite runners and the broader fitness community.

We brought together 23 elite runners and fitness influencers from across Europe, ensuring a strong presence in key markets while fostering deep peer-to-peer connections. The event was built around immersive brand experiences, starting with performance runs that highlighted the Cloudmonster 2’s energy return. The synergy between movement and music was at the heart of the activation, with music-driven training sessions powered by Jayda G’s custom track. To further enrich engagement, we hosted panels, breathwork sessions, and social gatherings, creating a space for inspiration and connection. The weekend culminated in a headline party with NTS Radio & Jayda G, amplifying the excitement around the launch and cementing it as a cultural moment.

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RESULT

The campaign exceeded expectations, driving massive engagement across Europe. It generated over 12 million total impressions, with more than 4 million organic reach. The activation inspired 265+ pieces of content, including 100+ added-value posts, further amplifying the brand’s message. Key attendance was strong, with 40+ influential figures, including pro runners and top-tier fitness creators. On social media, the campaign achieved a 4.61% engagement rate, with over 190,000 interactions.

By merging performance, music, and community, we transformed the Cloudmonster 2 launch into an unforgettable cultural moment, setting a new benchmark for brand-led experiential activations in the running space.