On is a premium sportswear brand known for its Swiss-engineered footwear technology like CloudTec™ and LightSpray™. While it’s popular with athletes, On aims to expand its reach to Gen Z, a trend-driven audience seeking lightweight, breathable, and comfortable activewear. Their core message, “Feel Nothing. To Feel Everything,” emphasizes how their apparel enhances performance by being so light and breathable, wearers can focus on their activity without distractions. On’s challenge is to create an engaging campaign that communicates this innovation without overwhelming Gen Z with technical details, making the brand feel fresh and accessible. Gen Z, who are highly active, seek sportswear that combines performance, style, and individuality.