On's latest innovation, its Light-Spray technology, is redefining the future of performance footwear. This groundbreaking process transforms raw materials into a fully formed running shoe in under three minutes, marking a monumental leap in both sustainability and speed. But how did On turn this revolutionary concept into a reality, and what are the marketing strategies fueling its success? This marketing case study dissects On's CloudBoom Strike LS, it’s marketing blueprint, and how On is the shaping the future of performance running.
Five years prior, industrial designer, Johannes Voelchert, was a student that leveraged this idea from a hot glue gun that shot decorative spider webs. The now Innovation Design Lead at On, said in the brand’s promotional video that,
“I saw that there was a quick way of creating a textile onto a complex shape, A shoe seemed to be the right object.”
This initial spark of innovation soon evolved into execution when the Swiss sportswear brand was introduced to Voelchert’s discovery. After their first introduction, executives hired him to join the On team and embark on a new, groundbreaking journey.
Ever since On teased its Light-Spray technology earlier in April, fans and sneakerheads have been dying to know what’s behind this groundbreaking technology that is pioneering the future of performance running. According to On’s website,
“LightSpray™ is a revolutionary new technology set to turn the running shoe industry on its head. Uniting robotics and materials innovation, this unique process cuts a decades-old, multi-part process into a three-minute, minimal-waste step. This creates the lightest elite-level shoe we’ve ever made. Cutting CO₂ emissions by 75% compared to our other racing shoes.”
The fused thermoplastics used to create the shoe string over 1.5 kilometers in length and result in creating the world’s lightest running shoe upper (30g) in under three minutes.
Unlike any marketing video we’ve ever seen, On does the improbable by showing its audience how its new shoes are made - from start to finish. Customers can now see the entire process of how On’s CloudBoom Strike LS is created; from the robotic arm that spins the mold, to close-ups of its thermoplastics, On curates an industry-first video campaign that not even its greatest competitors can replicate - talk about being ‘on your game.’
Since 2019, On’s innovation & design teams were patiently waiting for the best time to introduce its newest creation with the world - and what better way to do it than to showcase them on the biggest stage?
During the 2024 Boston Marathon, On provided its CloudBoom Strike LS shoes to Hellen Obiri, who ended up winning the Boston Marathon in the Women’s division. This significant milestone attracted millions of viewers towards Obiri - and even more towards her mysterious shoes. Fans quickly turned their wonder into comments as they flooded On’s Instagram posts - demanding more information about its new racing shoes. From this moment on, On began expanding its marketing campaign through an omni-channel strategy that would leave fans, sneakerheads, and customers in awe over the new chapter in performance running.
On partnered with actress, Zendaya, to give us the collaboration we never knew we needed. Zendaya played a pivotal role in On’s marketing campaign as she was a primary ambassador for the brand and the CloudBoom Strike LS leading up to and during the 2024 Summer Olympics. With most of On’s campaign circling social media, Zendaya gave high praise to the CloudBoom Strike LS by saying,
“I am always going somewhere, doing something, running around on set, and I really fell in love with the shoes within my own personal life. I feel quick on my feet!”
In addition to On’s continuous partnership with Zendaya, the brand evolved its collaboration by sending Zendaya to Paris during the Summer Olympics to explore the company’s On Labs in the heart of the city. On Labs provides a unique experience for customers to not only shop On’s latest products, but to also get a first-hand look at how Light-Spray is made and infused on the CloudBoom Strike LS. Of course, it wouldn't be an On event without special guests making an appearance during live events - like Zendaya.
Zandaya began her multiyear partnership with On in June 2024, and has always given high praise to the Swiss sportswear brand. Upon signing her contract, Zendaya expressed her love for the brand by stating,
“It’s no secret that I’ve been a big fan of On for a long time. I’m always wearing them on set, or when I’m traveling, rehearsing or running around with my dog. So it’s a full-circle moment to make this partnership official.”
Despite the CloudBoom Strike LS not releasing til Fall/Winter of 2024, On has effortlessly gathered a audience in the millions that is eagerly waiting to get their hands on this new shoe. How did they do it? It didn’t come easy, but it has proven to be well worth the investment.
- Amplified Anticipation: Most marketing buildups range from 4-8 weeks, but five years? Incredible. Despite many hoops for On to jump through to successfully debut its sneaker at the Boston Marathon, it has proven to be successful on multiple levels, creating an unshakable aura that fans can’t resist until release date later this year.
- Championed Content: On championed its marketing deliverables such as video, copy, and photo, to deliver unrivaled content that cannot be matched by the retail juggernauts like Nike and Adidas. No one has ever shown its manufacturing process from start to finish, let alone in three minutes, and On knew this, leveraged this, and perfectly executed the best ‘show don’t tell’ video in performance running history.
- Influencer Impact: Along with Zendaya and Obiri, On ambassadors like Rich Roll and Roger Federer have promoted the CloudBoom Strike LS to their audiences, and have received incredible engagement and feedback in return. Influencer marketing has played in pivotal role in the retail arena, and On continues to leave its mark by acquiring the biggest athletes and public figures to promote the brand.
- Situational Success: On weathered a perfect storm for its marketing campaign as its introduction and campaign was just before and during the 2024 Olympics in Paris. Leveraging this global event by strategically placing a pop up in the city is a brilliant strategy that not only increases sales, but surges engagement and press around the brand, its products, and the innovation behind its latest Light-Spray technology.
Other brands followed suit and developed their own marketing strategy around the Olympics. Companies like Kith, Nike, and many others made strong efforts to promote its brand and product collections that were exclusive to the Summer Olympics. My marketing case study on Kith’s collaboration with USA Basketball highlights this very strategy, and is linked here.
On’s marketing for its CloudBoom Strike LS is unparalleled to anything we have seen from performance running campaigns. However, the greatest concern for On may lie within the timeline for its release.
Anticipation and buildups are astounding when done well and effectively; fortunately for On, this has been the case thus far. With millions attracted towards On’s one-of-a-kind silhouette and colorway, the brand would have no problem selling out within minutes, if not seconds, of its launch - if it were to happen when the Olympics were going on. So why isn’t On striking it when its hot?
Two-fold: first, On is playing the long game with its revolutionary product and campaign. On is on the brink of completely changing the performance running landscape with this new product-line, and being extremely meticulous and patient is the best move for On. Performance running sneakers have seen several ‘groundbreaking’ sneakers flop because of poor campaigns or designs, and On is ensuring that it doesn’t follow suit.
Second, On’s innovation and design teams have kept the CloudBoom Strike LS confidential for the past four, almost five, years - and streamlining its marketing and sales would disrupt the organic flow of the company’s campaign and project outline. No matter the industry, marketing campaigns are best optimized when they are aligned with the company’s speed for the project. In addition, most projects endure a much greater timeline than anticipated, and accelerating marketing efforts can alter the success of the campaign altogether. On is making the right decision by not accelerating its process ‘just because its a revolutionary product’, but choosing to stay at its constant speed ‘because its a revolutionary product.’
On and Johannes Voelchert’s Light-Spray technology on its CloudBoom Stike LS has disrupted the running and sports community as we know it. Between an elaborate marketing blueprint, strong partnerships supporting the brand, and having excellent brand awareness for its project timeline, On is not only looking to create ground-breaking performance wear, but also looking to capitalize on its profits by converting its shoe to become the hottest selling running sneaker of 2024. With strong showings from athletes during the Boston Marathon and the Summer Olympics, On has proven that its CloudBoom Strike LS can do more than just talk the talk, it can stand on its own - as a champion. With a highly anticipated release later this year, exciting times are on the horizon for the brand as they continue to promote its latest creation through omni-channel campaigns and eye-catching videos.