Monday Break - Issue 159

A global lap across the world of sport and brand culture from east to west

On lands in Madrid

Last Friday, On opened its first store in Spain, right in the heart of Madrid’s Golden Mile. The 248sqm space marks a major moment for the brand as it continues to grow in one of its fastest-rising markets. More than a retail footprint, the store is designed as a community hub, a place where runners, athletes and fans can connect with the brand under one roof.

We are proud to support our long-time friends during opening week as the doors officially opened to the city. With weekly community runs, a prime location and a space built for both performance and culture, On has set a strong foundation for what’s next in Spain. It’s only the beginning.

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Weekend Miles in Our Asia Affair Home

In our Asia Affair home in Manila, we went back to where it all started. Over the weekend, Moúv hosted its first community run from the heart of the city, bringing together runners from across the metro for an easy loop, good energy and a showing us the strength of the community

The run also marked the opening of Moúv’s in-house café- Cafe 4L. A new corner designed to anchor the space as a true community hub. Coffee, conversation and post-run cool-downs now have a home, and judging by the turnout, this is only the beginning. Manila’s running scene just gained a new meeting point.

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Nike is cooking in Guangzhou

With the National Games of China taking over the Greater Bay Area, Nike has dropped a sharp hyperlocal play: a Cantonese herbal soup pop-up on Ersha Island led by hometown sprinter Su Bingtian. The film of him sourcing ingredients at a wet market and serving broth with a Nike-shaped spoon is all over Chinese socials. A smart blend of culture and sport.

The move taps into China’s boom in outdoor sport and Nike’s need to reconnect with younger consumers as competitors gain ground. Rooted in a local saying meaning put the work in, get the reward out, the activation swaps product pushes for community energy. Run three kilometres, get a bowl, limited to fifty a day.

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Strava Lets Athletes Move “For a Cause”

Strava has launched a new “For a Cause” tag that lets athletes dedicate any run or ride to a fundraiser, thanks to a new integration with GoFundMe. Users can link their workout to a cause, share progress, and invite their community to donate, turning everyday miles into impact.

Timed with the season of giving, Strava is spotlighting nonprofits like Movember, Achilles International and Feeding America. It’s a simple, smart update that taps into what the platform does best: mobilizing a global community through movement.

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