Responsible for Creative Direction for SS’25 Lightspray 360 Global Campaign.
Background
On is launching the Cloudboom Strike LS with revolutionary LightSpray™ tech in a limited SS’25 release (1400 pairs), aimed at the dedicated running community.
Insight
Dedicated Runners are intrigued but skeptical—seeing the innovation as more concept than proven performance.
Idea
”Yes, the future of running is here.” We double down on proof, turning doubt into belief with innovations trusted by our athletes and ready for every runner.
Campaign Hero Film
Social Release Reel
Activation | 3-Minute Showdown
It took our robot three minutes to spray a shoe—how far can you go in the same time? To launch Lightspray,
we embraced run culture with a community-driven, high-energy showdown. Runners from local crews competed in a gamified sprint challenge, with their pace and distance powering dynamic, real-time visuals—a pulsing gradient and mesh orb symbolising the cutting-edge tech and shoe colourway of the Cloudboom Strike LS.
Impact
April 3-10.
83K Total Engagement Organic Social
527M Total Potential Reach Earned Media
89% - 100% Positive Sentiment across global activations/touch points.
Strong earned media traction, generating widespread positive coverage across top outlets like Highsnobiety, MSN.com, Yahoo, and GQ Japan.
Store Opening, Chengdu.
