Fashion / Athletic Apparel
360 Creative Campaign + Brand Strategy + Consumer Research
Reaching a new audience through a strategic partnership
ASK
Tell the story of On’s apparel to Gen Z in a way that resonates with them, while linking the narrative of their current mantra: “Feel Nothing. To Feel Everything.”
CHALLENGE
Gen Z is tired of identical activewear claims and don’t resonate with the overused technical jargon in the athletic apparel space. What really resonates with them is variety and community.
Through a partnership with Classpass, we turned any piece of On clothing into the pass itself to incentivize Gen Z to test the versatility of our technology and allow them to feel everything, in any activity they choose to do.
SOLUTION
On’s apparel is still seen as overly technical and geared toward elite athletes.
On has already won over Gen Z with its revolutionary Swiss-engineered footwear, but its apparel is still seen as overly technical and geared toward elite athletes. We need to shift that perception by telling the story of On’s apparel in a way that resonates emotionally with Gen Z, linking the narrative of “Swiss Engineering” & technology that enables On’s “Feel Nothing. To Feel Everything.” mantra.
Challenge
Win over Gen Z—tired of identical activewear claims—by sharing how On’s clothing is lightweight, breathable, and distraction-free without sounding too technical.
Consumer Insight
When it comes to exercise, Gen Z is in love with variety.
Gen Z loves to have the freedom of choice in their activities, and crave the freedom to switch between workouts / activities — starting and trying new ones– without their clothes holding them back.
THEY LOVE CHOICE
Of those working out regularly strongly agree that they like to choose different workouts, as well as discover new ones.
They’re motivated to be part of a community.
of Gen Z gym-goers are taking part in group workouts, citing the energy of the group, fast results and the guidance of an Instructor as key factors attracting them to the studio.
They need a help starting
of Gen Z want to work out regularly but say they need help getting started.
(Les Milles, 2024).
64%
81%
50%
Strategy
How can we let Gen Z know that On’s clothing is as versatile as their interests?
On’s technology allows you to flex between different types of workouts.
It can transition seamlessly between activities, giving you the freedom to be fully immersed in whatever you choose.
Solution
Through a partnership with Classpass, we’ll incentivize Gen Z to push On’s technology in a variety of ways.
With over a million active users, and growing quickly, Classpass is a service that already appeals to Gen Z. It’s a nationwide collection of independent boutique studios, and franchises; offering indoor classes and outdoor activities. It’s built around community, variety, and accessibility — aligning perfectly with Gen Z’s values — for beginners and experts alike.
By turning the clothes into the pass.
For two weeks during the month of September — when Classpass sees it’s highest bookings of the year (ClassPass, 2024) and younger audiences have the highest drive to get started — we’ll turn On’s apparel into the pass itself. This incentivizes Gen Z to push the versatility of our technology, allowing them to feel everything, in any activity they choose to do.
Strategic Touchpoints
ClassPass App
It starts in the classpass app, where users can select On Clothing as their ticket to whatever class they chose.
Social Media
We used social media as a way to let Gen Z know we’re challenging them to push the versatility and experience the benefits of our technology.
Billboard Placements
In city-specific takeovers, we’ll highlight popular classes in the top 5 cities with the most ClassPass bookings, and show how the versatility of On’s Swiss-Engineered technology can enhance each one.
los angeles, ca
new york, ny
san fransisco, ca
Interactive Installations
To help the 50% who are looking to get started — we’ll place interactive installations that give out a free, custom On set to those who sign up for ClassPass on the spot, and the opportunity to wear their set for a free entry to their next class, giving them all they need to get started, and the opportunity to find out what they love.
In-Store & Online
The promotion will also be displayed in store and online — flexing the partnership as a savings deal for cost-conscious Gen Z consumers.
Feel Everything, In Anything
Through On’s collaboration with Classpass, we’ll give Gen Z the chance to experience firsthand how On’s technology allows them to Feel Everything, in every activity they enjoy — proving that On’s values match their own—community, sustainable versatility, and the freedom to move, just how they want to.
How This Answers The Brief
Effectively communicates the product benefits in a way that avoids technical jargon
Links the narrative of “Swiss Engineering” & technology that enables On’s “Feel Nothing. To Feel Everything.” mantra.
Emotionally reasonates with Gen Z by proving that On’s values match their own—community, sustainable versatility, and the freedom to move, just how they want to.
Increases purchase intent and trial for a new audience through a strategic partnership.
TEAM
Raegan Tate (Art Director)
Mia Kasper (Art Director)
Kedi Hickman (Copywriter)
Riley Lachance (Copywriter)
Grace Garvey (Brand Manager & Strategist)
MY ROLE
Research & Strategy
Campaign Management
Athletic Insight & Heart