Chicago Marathon 2025
Role and Scope
Project Lead. 2-Week Activation | Omni-Channel Campaign | Experiential & Retail
Core Objective
Cement on as the trusted head-to-toe choice for the motivated everyday runner’s marathon journey, from training through race day and recovery.
The Strategy
Background
Modern runners demand more than just physical preparation; 65% of competitive athletes integrate mental training into their programs. Yet, no major performance brand fully owns the intersection of mind, body, and spirit.
On Racing Academy
Launched a global digital training platform focused on mental wellness and recovery, positioning On as a partner from the first day of training through the finish line and beyond.
Challenge
While On has high brand desirability and brand awareness, we lack deep credibility with the serious marathoner. We need a scalable, always-on platform to build the Cloudboom franchise without relying solely on elite podium finishes to prove our value.
Hyper-Localization
Acknowledging the demographics of the Chicago running community, we implemented a strong bilingual strategy and launched a limited-edition Sentrock collection exclusively sold by our B2B partner, Fleet Feet, at the Chicago Marathon Expo.
The Result
We showed up for the community, by the community—through year-long relationship building, investing in what the community cares about, and creating unique experiences rooted in the ORA ethos of mental well-being and recovery. By leaning into this niche, we were able to authentically tell human-forward stories that truly represent Chicago. Our activations, ranging from a viral collaboration with Elevator Music and the Demonhours boat cruise to strategic influencer partnerships captured the true spirit of the weekend. This community-first approach not only drove earned media and engagement but earned us industry-wide recognition as the brand that 'won' the Chicago Marathon.
Opportunity
Plant our flag as the holistic performance brand. Starting weeks before race day we’ll focus on mental wellness in additional to physical and it doesn’t end at the finish line; it lasts through recovery.
Commercial Opportunity
Activated DTCr locations with window takeovers and events one month pre-marathon. We utilized a tiered seeding strategy that went beyond footwear to include holistic care packages for influencers, community members, journalists, and KOLs.
Approach
Through localised pre-activations, Cloudboom Max seeding, a global digital training plan (On Racing Academy), race weekend celebrations, and recovery activations, On will be there at each step of runners’ marathon journey.
The Solution
Move beyond the traditional race weekend-only model to execute a 12-week comprehensive journey with activations, seeding, and storytelling.
Strategic B2B Sales Expo
Designed a shoppable Chicago Marathon Expo booth experience focused on high volume to drive maximum sell-through during the high-traffic weekend, featuring our limited-edition collection by local latino street artist Sentrock.
