On "Storied Runs" — Colin D. Leary

On
From Strategy to Creative Execution
Athlete Storytelling
Repeatable Content Franchise

“Storied Runs”

Every run has a story. If you listen, it will speak to you.

BRAND POSITIONING

Switzerland based On, one of the fastest growing running brands in the world, approached Levity to help develop their long-term Sports Marketing strategy. Tapping past experience, an ethnographic approach of cultural immersion, and a unique interpretation of multiple data sets, we helped open On’s perspective from taking the Titans - of a very mature running market - head on, in a race to the podiums.

Pivoting their efforts, we helped guide their sights on a path of their own, a path that prior to our deep dive, went sight unseen.

ATHLETE POSITIONING

On’s global ambassadors are as varied as their products, representing not only different disciplines, but different personalities, cultures, successes, and adversities. With Levity creating individual Athlete Positionings, On has been able to tell a myriad of stories to a diverse audience - with speed, precision, and most of all resonance.

THE RESULT

As unique as each athlete is, Levity discovered one commonality that would be the driving force for a creative strategy and platform to tell each athletes story.

The idea: “Storied Runs” Every run has a story, and if you listen, it will speak to you.

With this we developed the storytelling platform as a repeatable content franchise, an expansive docuseries that gets you up close and personal with the athletes who are making the endurance community what it is today.

We did a deep dive on each athlete we were profiling - not just their professional careers, but their childhoods, their mentors, their struggles. We sought to uncover the elusive catalysts for their momentum, the human component to their out of this world athletic prowess.

Once we established the storyline, we created an holistic plan encapsulating athlete positionings, communications architectures, launch strategies, social strategy, and both PR and Community partnerships that establish a fully integrated plan for each athlete and film - a repeatable and scalable idea.

The creative result:

“Ironmind” feat. Bart Aernouts

“High Standards” featuring Rachel Cliff

“Homecoming” feat. Katie Schide and Germain Grangier

For each film I also did the Campaign architecture and roll-out strategy, plans, and copywriting.

Levity Creative
ECD/MD/EP: Colin Leary
Directors: Andrew Hinton / Luke Selie / Aaron Colussi

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