ON: Authentic Storytelling - Powered by PR
Helping On’s Olympic campaign cut through the noise with athlete-first storytelling
As the world turned its attention to the 2024’s Paris Olympics, Swiss sportswear brand On set itself apart from competitors by rejecting a “win at all costs” mentality and instead, On returned to its roots as an athlete-founded brand, spotlighting the inner worlds of its sporting stars. Real people, real stories, and real emotions took center stage.
The Work
The result is Dream Together: three dynamic documentaries, each painting an intimate portrait of an extraordinary On athlete and their support networks.
Produced by Park Pictures in partnership with On, this cinematic trilogy shines a light on the “teams behind the dreams.” Each 10 minute documentary short, tells a personal story. We see tennis World No. 1 Iga Świątek, refugee running star Dominic Lobalu, and long-distance runners and training partners Sintayehu Vissa and Hellen Obiri on their journey to the world’s biggest sporting stage: Paris 2024.
Watch “To Chase a Dream” with refugee runner Dominic Lobalu here
Watch “The Heart to Race” with runners Sintayehu Vissa and Hellen Obiri here
Watch “Beyond Number One” with tennis star Iga Świątek here
The Challenge
Our challenge was to break through the Olympics' marketing and PR cacophony, especially as “Olympics fatigue” set in among journalists by launching not just one but three separate films.
We wanted to capitalize on On’s meteoric rise as 2024’s fastest-growing sportswear brand, while reaffirming its commitment to its roots: founded by athletes, for athletes, and dedicated to telling athletes’ stories.
We built on the PR strategy we’ve been unfolding since 2018 with On’s sports marketing team together with our US media partner, Elliott Stares. The goal is clear: to amplify the brand not through traditional advertising, but rather through authentic athlete storytelling through film - all powered by PR. Putting the athletes and their real stories first, with the brand and product as subtle supporting acts. This approach uses the power of film to create an emotional connection and the power of PR to get the story in front of people.
In this campaign, we reminded audiences that the Games are not just about winning at all costs, but about celebrating the actual Olympic values: excellence, respect, and friendship.
Results
Engagement: The trilogy reached over 2 million views across On’s channels, with exceptionally high completion and share rates.
Media Impact: Over 40 pieces of tier-one media coverage (BBC, The Independent, Runner’s World), sparking global conversations on equity, inclusion, and the true meaning of the Olympics.
Community Activation: The campaign triggered organic engagement from running clubs, advocacy groups, and sports federations worldwide.
Brand Impact: The campaign helped cement On’s reputation as a brand that supports athletes beyond performance—championing real change and giving underrepresented sportspeople a platform.
Why It Worked
Authentic storytelling: The films resonated emotionally and presented nuanced, real-life narratives. By focusing on the athletes’ inner lives and support networks, the trilogy stood out in a crowded media landscape.
Purpose-driven PR: On’s commitment to values-led storytelling created a powerful connection with audiences.