Our challenge was to introduce the new and unknown Swiss running shoe brand “On” to the UK market. This crowded and competitive market is dominated by well-established iconic brands with big budgets and loyal customer bases. And to add a further challenge, the UK running media and consumers had historically been very loyal to shoe brands and skeptical of ‘quirky’ technology.
We used The Running Show as our launch platform and collaborated with a top Triathlon coach who had meticulously tested the shoes to speak to the media alongside the brands’ spokespeople at the show. Ahead of the launch a testing review programme was conducted so that all messaging and content could be re-written specifically for a UK audience. At the Running show, media guided them through the story and technology and the journalists were given shoes to try in their own time. Close follow-up and communication with journalists to secure positive feedback in the early reviews, meant On gained credibility in the market-place.
We secured positive reviews in all the key running and triathlon media, including strong photography placement and correct messaging. Relationships were cemented with journalists for subsequent product testing. The On business story launched in the trade media. A great platform created for future PR.
We started working with On in 2011. At the time we worked successfully to launch On running shoes into the UK market. On, based in Zurich, Switzerland continues to grow apace. The On running shoe is distributed in more than 25 countries in Europe, the US and Asia-Pacific. We have a long-term partnership with On to establish their products in the UK.
We handle all UK PR media relations for On and manage a product seeding programme. One-off tasks have included event sponsorship at The London Duathlon & Richmond Park Marathon and exhibition presence at TCR, The London Marathon Expo, The London Running Show & The London Triathlon Expo. We organised the athlete and team sponsorship programme in the UK and developed promotional initiatives for retailers.
For more information www.on-running.com