World Championships

Project Role

  • Pitch and present a creative way to show up at World Champs that provides consumers with an authentic understanding of the brand and the On Athletics Club (OAC)

  • Align with global stakeholders to build omni-channel marketing plans revolved around the OAC dream together campaign

  • Creation and execution of the event concept guided by channel-specific goals with tight deadline turnaround (~2 months) maintaining $300k budget

  • Full project management and event production of ten-day event including 6 bus tours, 6 Cloudmonster demo runs, 24/7 athlete lounge management, and 2 athlete VIP celebrations 

  • Product-focused indoor/outdoor build-out in the athlete lounge and OAC-centric branded double-decker bus

  • Managing external and internal stakeholders and partners

  • Staffing plan and management of all 35 onsite staff 

  • Athlete integration: Hellen Obiri, Joe Klecker, Alicia Monson, Yared Nuguse, and more

  • Media & influencer partners: New Generation Track & Field, Mikey Mitch

June 2022 | Eugene, OR

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Project Impact

Quantitative Impact 

  • 200 attendees with 150 footwear try-ons

  • 10k+ event impressions

  • 20k+ social reach through media and influencer partners

  • 99% to allocated budget

  • Uniquely show up in a brand-saturated market to make a bold statement

  • 50% increase in On athlete recognition (based on event survey)

  • Increased brand awareness with the dedicated runner

Qualitative Impact

  • “On showed up authentically for runners in Eugene, Adidas took over a frat house and Nike plastered their logo everywhere.”

  • “The On Bus was one of the coolest activations I have attended. You should bring the On Bus to every event.”

Event Concept Strategy

PHASE 1: DEFINE

What are the problems we are trying to solve? What are the project AND channel KPIs we are tracking toward? Does this project align with the company OKRs, brand vision, and LRP? What do we want consumers walking away from the event thinking AND doing? What is the one thing that would define success as we look back on this project?

PHASE 2: DISCOVER

Collaborate and brainstorm with all channel leads. Research what other brands have done in the space and what On has done in the past. How can we innovate differently to accomplish the project and campaign goals?

PHASE 3: DEVELOP

Based on market research, project strategy, campaign alignment, and project and omni-channel KPIs, develop project strategy and concept - thinking outside the box. 


PHASE 4: REFINE

Refine strategy concept with local and channel experts to ensure all KPIs will be met with proposed plan. Present final concept to key stakeholders for signoff, then continue to production. Continual alignment with all channel leads, ensuring that channels meet their deadlines, budget stays on track, and the final product is creatively meeting project goals.

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