Client:
On Running
Date:
2025
Role:
Creative
Channels:
OOH, Social, Earned Media
Problem
On Running's apparel is lightweight, breathable, and distraction-free. Yet Gen Z hadn't fully connected with the innovation. The brand needed to prove how movement improves wellbeing beyond just tracking metrics.
Truth
Gen Z prioritizes wellbeing over competition. They track everything but miss the real experience of movement. They need proof that presence during exercise matters more than metrics.
Idea
'Feel Minutes' is a new performance metric measuring time spent fully immersed in movement without interruptions. The campaign introduced retail activations and OOH showing what you miss when distracted during workouts.
Launch Hook
The 'Feel Everything Box' retail activation placed in On Running pop-ups and select stores. You lock your phone inside and experience the apparel distraction-free. The longer you go without your phone, the better your reward.
Press Angle
Launch angles around Gen Z wellbeing and digital detox trends. Fitness and lifestyle media cover the new metric as alternative to step counting. The Swiss engineering heritage validates the innovation story beyond typical sportswear marketing.
Social Conversation
OOH campaign features empty Instagram story frames showing what users missed on their phones but spent feeling in real life. 'This would have been a picture of me at mile 10. Instead, I was feeling it.' Users share their own distraction-free achievements proving real progress isn't measured, it's felt.
Influencers
Seed with wellness and running influencers who already advocate for mindful movement. Feel Minutes appear in Strava Weekly Snapshots, creating organic proof points. Users share distraction-free workouts, validating the metric through community adoption rather than brand messaging.
