Swiss sportswear brand On has introduced ‘Race for the feeling’, its first international campaign under its new ‘Run on Clouds’ brand platform.
Centred on the next generation of its Cloudboom footwear franchise, including the LightSpray Cloudboom Strike 2 and Cloudboom Strike 2 models, the campaign focuses on the sensory experience of racing rather than traditional performance metrics and split times.
Fronted by world champion runner Hellen Obiri, the centerpiece of the campaign is a film shot in Boulder, CO, alternating between Obiri’s daily training routes and the On Athletics Club gym.
Led by director Parker Schmidt at CANADA, with accompanying stills by Joanna Wzorek, the campaign draws inspiration from Obiri’s response when asked if she checked her watch while setting the course record at the New York City Marathon, to which she replied “No, I just felt it.”
Laura Bevan, Head of Brand, Running at On, said “The running category, particularly at the elite end, is typically marketed through the lens of data, specs, and split times. With Race for the Feeling, we wanted to reflect elite performance from another angle.
“Inspired by Hellen herself, the campaign explores the emotive side of performance, capturing that euphoric sensory experience of fast when you’re racing at your limit. As an early expression of our new Run On Clouds platform, it reflects a broader creative direction for On: one that gets us back to the human experience of running, as much as the performance behind it.”
Mico Toledo, Head of Creative, Performance at On, said “Every creative decision – from Hellen’s voiceover and the soundtrack to the cinematography and production design – was made to immerse people in the feeling of fast.
“Our ambition was to create something that feels as visceral and instinctive as racing itself, drawing viewers into Hellen’s experience and translating the emotional intensity of elite performance into a story that resonates with every runner.”
Spotlighted in the campaign are the Cloudboom Strike 2 and the LightSpray Cloudboom Strike 2, which are designed to offer runners a fresh-leg advantage in long-distance racing. Both shoes were released today (July 30, 2026).
Founded in the Swiss Alps in 2010, On manufactures high-performance footwear, apparel and accessories across running, outdoor and tennis categories, with a presence in more than 80 countries.
