Aimed at dedicated long distance and marathon runners, Village Green developed a lab–based concept website to record and log the design, technology and athlete stories leading up to the shoe’s release.

Documenting an 80 day countdown to launch, we guided athlete–generated content to enable behind the scenes insights, with training footage, lab testing, workouts and coaching sessions.

We engaged athletes across ten global locations to obtain unique and intimate insights into the background of these world–leading long distance runners.

Working with the On brand team to keep product details strictly covert, our campaign teased in audience anticipation and laid the groundwork for the approaching launch of On’s most innovative product to date.