Repeating the same successful formula that we used to launch On’s first trail running shoe – the Cloudventure – we opted for a Breakfast Briefing to introduce the new Cloudflow to the UK media. The theme running through the event was the runner’s high as the tagline for the shoe is ‘short cut to the runner’s high.’ From the initial ‘Save the date’ announcement to the proceedings on the day – we handled every detail.
We opted for a Breakfast Briefing – to minimise time out of the office – at Spiritland in Granary Square, London. In the heart of Kings Cross and a stone’s throw from the Regent’s Canal, Spiritland is a café and bar with a world-class sound system. It provided a fitting location for the launch of On’s latest running shoe the Cloudflow.
We designed the event to maximise attendance from journalists, influencers and retailers. We kept to a tight schedule, chose an accessible location, took the hassle out of travel arrangements and selected a venue with contemporary appeal. DJ Nate Taylor provided musical backdrop.
The brand-new Cloudflow is a performance shoe, equipped with the latest generation of the award-winning CloudTec sole. The shoe is light, made for speed and designed to be very responsive. The media divided into two speed groups following either a 3km or 5km route and were joined by On Founder Olivier Bernhard to put the shoes through their paces along the towpaths of the Regent’s Canal.
On their return from the test run, the guests tucked into fresh juices and coffee, avocado on toast, smoked salmon, pastries, granola, fruit and yoghurt, whilst On Founder Olivier Bernhard delivered a welcome presentation.
Invited guest, Professor John Brewer, Head of School of Sport, Health and Applied Science at St Mary’s University in Twickenham spoke about what makes the Runner’s High and although he could have talked all day about the science behind it, he kept things very practical, on a level that everyone could relate to – location, running with people or on your own and wearing the right gear.
The formula we devised for this launch provided a perfect platform for the shoe’s UK launch. We secured a great attendance of the UK press, which included representatives from top publications: Men’s & Women’s Running, Runners World, The Guardian, Run 247 and SPORT amongst others. Bloggers including Lunges & Lycra, Daydreaming by Daisy, Healthy Jon and Lazy Girl Running joined the line up.
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