On: Barcelona Marathon 2025
Elevating the race week experience.
For the 2025 Barcelona Marathon, ON took center stage, not just on the racecourse but across the entire city. With a full-fledged activation strategy, we brought ON’s brand ethos to life through immersive experiences for runners, local communities, brand ambassadors, and key retail partners. From product trial opportunities to exclusive gatherings, we ensured ON left a lasting impact.
Expo at Fira Barcelona
For the official expo of the marathon, we managed the entire project from planning to execution, transforming the space into a hub where runners and enthusiasts could test the Cloudboom Strike LS—ON’s pinnacle race-day shoe.
Treadmills were provided by Life Fitness, ensuring an optimal testing experience. A point-of-sale, managed by i-Run, allowed runners to purchase race essentials seamlessly. Additionally, the expo featured a Soft Wins Zone, an artistic space with local Barcelona artist Justo, further immersing visitors in the ON experience. Café de Finca provided coffee and refreshments, adding a warm, welcoming touch to the space.
Soft Wins Hub @ Espacio 88
A brand activation designed for local running crews, loyal customers, ambassadors, retailers, and brand guests.
The event featured:
Try-on sessions for the Cloudsurfer 2
A breathing session focusing on performance techniques
A tufting workshop, allowing the running crews and communities to create custom designs
Community social run, giving participants a firsthand experience of the Cloudsurfer 2
Coffee & snacks curated by Café de Finca, creating a community-driven experience
Shakeout Run
On the morning before race-day a community-driven run connecting local running groups, retailers, and ambassadors. The route from ON’s showroom to the expo allowed runners to claim their race bibs while engaging with the brand. Post-run refreshments created a welcoming environment for all participants.
Oniversity
A private internal event gathering retailers and senior ON staff from Switzerland and beyond. Spain’s top retailers were given exclusive product insights and a sneak peek into future releases, reinforcing ON’s commitment to its retail network.
Race Day
Cheering Point: Strategically positioned along the marathon route, our cheering zone amplified ON’s presence with a live DJ, energy-packed atmosphere, and refreshments for runners and their supporters.
Course Branding: We ensured ON had high-visibility branding throughout the racecourse, further solidifying its presence at one of Spain’s biggest running events.
Friends & Family Brunch: A post-race celebration at Gringa All Day, where guests unwound with delicious food & drinks, marking the perfect way to cap off an unforgettable weekend.
Content Creation & Spatial Design
Beyond event execution, we led all content creation throughout marathon week, capturing the brand’s essence across every activation. We also designed the event spaces and activities, ensuring every touchpoint reflected ON’s innovative and performance-driven DNA.
With a city-wide activation that touched every key audience—from first-time marathoners to seasoned elites—ON’s presence at the 2025 Barcelona Marathon was more than just branding; it was a fully immersive experience. A testament to the brand’s mission to revolutionize running culture, one step at a time.