On Squad Mission

In the context of the launch of the new Cloudmonster model, On Running sought to create an event activation capable of concretely conveying the product's benefits through a powerful collective experience. The challenge was to go beyond a simple product test and deliver an immersive platform that would engage local running communities while championing the brand's DNA: energy, collectivity, and authenticity. SPK conceived and deployed "On Squad Mission" a national tour built around an original relay race format, activated across 8 cities in France and Italy. Each stop took place at the doorstep of partner stores, acting as true anchors of the experience, seamlessly integrating product discovery with a sporting challenge. The platform was built on an immersive race mechanic: teams of runners completed short relay loops for 45 minutes, with a scoring system based not on individual speed but on the collective ability to maintain a consistent effort level. The experience unfolded in several distinct phases: participant welcome, product presentation, relay race with a live lighting system and real-time energy leaderboard, followed by a debrief and a social moment. The entire course was designed to create strong group dynamics, where the passing of the baton became the symbol of collective energy. This event platform, replicable from city to city, generated an authentic, visible, and engaging experience, while grounding the product in real-world conditions of use and at the heart of local running communities.