On is well known in running, sports and outdoor circles for its technical performance and durability. But the innovation and beautiful design of its products has the potential for a much wider appeal. London Fashion Week 2019 provided the perfect opportunity to put this right.
Putting On on the catwalk
On was founded in 2010 in Switzerland with a mission to keep running fun.
Its products are used by everyone from elite athletes and triathletes, such as Olympic silver medallist Javier Gomez, to mountain runners and ultra-distance competitors.
On also take care to put design at the heart of its product development. This has led to a rise in the number of people who consciously combine On shoes with all kinds of outfits.
To boost the style and fashion credentials of On, Aspire put on the ‘On Catwalk Run’ event during London Fashion Week (LFW) and invited leading journalists and influencers to experience the wonders of On first-hand.
“Such a great way to kick off LFW. The kit looked and felt fabulous.”
Giving the mind and body a break
London Fashion Week is a hectic whirl of shows, label launch events and after parties.
Using an event format we had successfully trialled at Paris Fashion Week, we invited journalists and influencers to join us for a 5K run and breakfast.
It would give the media the opportunity to experience the On brand and prepare minds and bodies for the busy day ahead – simple and true to the On brand ethos at all touchpoints.
We sent out On apparel with invitations to journalists, stylists, writers and social media influencers, including the Daily Telegraph, Red, Women’s Health, Dazed, British Vogue, How To Spend It, Monocle, Trench magazine, Fabulous Magazine and Grazia.
Guests were collected by car in the morning, brought to a Central London location for a scenic run alongside the Thames, followed by breakfast in a rooftop bar.
Making a big impression
Instagram posts & stories
Catching the eye of the fashion world
The ‘On Catwalk Run’ event generated coverage in the lead up, during and following London Fashion Week.
Attendees created content on Instagram and Instagram Stories using hashtags such as #runonclouds, #Onrunning, #nevernoton and #LFW.
The feedback for On and its design was positive and featured in numerous fashion articles including in The Daily Telegraph and Drapers.
Supplying a full On outfit ahead of the event meant that imagery featuring On products was widely captured and shared.
Some shoes were also gifted to Gary Barlow who had spotted the event on social media, and he’s already praised them on Instagram.
The On kit, event location and morning format was well received too:
The influencer, Amy Cousins, said: “I had such an amazing morning, left on such a high. The kit is stunning and fits perfectly”.
“I really loved the short concept so that I was able to come back to work and not take a day off,” said Auguste Augustinaite, influencer and model.
Caterina Ospina from Vogue said: “The run set me up for a very busy day,”
“I can already feel the benefit for my training. Everything fits perfectly,” said Steve Salter, i-D Magazine.