Brand Tone

Innovative & Technical, Premium & Aspirational, Inspirational & Empowering, Community-Oriented & Engaging, Understated & Confident

Brand Values

• •Innovation
• •Performance
• •Quality
• •Sustainability
• •Movement & Human Spirit
• •Design & Aesthetics

Best Practices

• •Lead with Innovation: Always highlight the unique technology (CloudTec®, Speedboard®) and Swiss engineering. Use terms that convey advancement and a forward-thinking approach.
• •Emphasize the "Feeling": Focus on the unique sensation of running in On shoes – "running on clouds," soft landings, explosive take-offs, lightness. Use evocative language that appeals to the runner's experience.
• •Maintain a Premium Voice: Use sophisticated, clear, and confident language. Avoid slang or overly casual phrasing. The tone should reflect the quality and price point of the products.
• •Inspire and Empower: Connect with the runner's aspirations. Frame the products as tools that help them achieve their personal bests and enjoy the transformative power of movement.
• •Show, Don't Just Tell (Visually and Verbally): Pair copy with high-quality imagery and videos that showcase the sleek design and the shoes in action. Let the product's aesthetics and the athletes' experiences reinforce the copy's message.

Social Perception

Innovative and Different, High-Quality and Premium Priced, Comfortable and Lightweight, Fashionable and Trendy, Fast-Growing Challenger, Associated with Serious Runners and Athletes, Concerns about Durability for Price

Copy Examples

• •Headline: Engineered in the Swiss Alps. Perfected on the Pavement. Body: Experience the revolution in running. Our CloudTec® sole propels you forward, making every landing soft and every take-off explosive. This isn't just a shoe; it's a new sensation. Dream On.
• •Headline: Performance Meets Precision. Body: Don't just run. Glide. On Running combines cutting-edge technology with minimalist Swiss design to create footwear that works as hard as you do, while looking effortlessly stylish. Elevate your run.
• •Headline: Ignite Your Potential. Body: Movement has the power to transform. Our mission is to unlock that power for every runner. With unparalleled cushioning and responsive energy return, On shoes are built to help you push boundaries and discover what you're truly capable of.
• •Headline: The Lightness of Clouds, The Power of Performance. Body: Feel the difference from your first step. On Running's innovative design delivers a uniquely light yet supportive experience, reducing impact and maximizing energy. Run lighter, run longer, run On.
• •Headline: More Than Miles. It's a Movement. Body: Join a global community dedicated to the joy of running. On fuels your journey with innovation and inspires every stride with a commitment to performance and a sustainable future. Run with us.