Tokyo has long been a global hub where tradition meets innovation, and in September 2025, it became the epicenter of the running world. As the city played host to the bi-annual pinnacle of athletics, our team seized the moment to showcase On’s commitment to performance and innovation while connecting with our Japanese community through a stacked program at On Labs Tokyo.
Read on to hear from the team how we celebrated athletes and brought our bespoke space to life in Harajuku – from creative to planning, merchandising, product, marketing, and more.
How has On grown over recent years in Japan?
TJ Rohlich, Commercial Director – Japan and South Korea:
The last few years have marked significant growth and transformation for On in Japan. Demand is high, so we work hard to make sure we’re focused on growing in a stable, durable way.
We continue to see our credibility in running grow, reflected by our increase in market share and sell-out of key racing models, but we see this as an area to continue to focus on.
September ‘25 marks a huge milestone as we open our flagship store in Ginza at the same time as holding our biggest Japanese event activation to date, On Labs Tokyo – featuring Lightspray™. We hope the moment will help strengthen our premium positioning and running credibility in the market, as well as give runners and consumers in Japan the opportunity to experience our brand in a new and exciting way. We are also opening our new office in Shibuya, which provides a premium working environment and a showroom we can utilize with our internal teams and partners.
As our sustainable growth plan continues, we hope to build on the momentum the brand currently has, while shaping our business to stay top of mind and credible to local consumers.
Tell us more about ‘obsession never ends’ and how the Athlete Spirit inspires this obsession.
Carolina Soto, Copy Specialist; Laurence Stoffel, Head of Group Creative and Olivier van den Bent-Kelly, Lead – Brand Strategist:
With On Labs Tokyo, we started with obsession – the drive and dedication behind our biggest dreams. The passion which drives our athletes, who train with precision, in the pursuit of progress. And as we kept exploring this world, we realized that true to our Athlete Spirit, obsession never ends – like the looping track at Tokyo 2025. Whether we fail or succeed, we get back up again to chase the next big win. So ‘obsession never ends’ is what it means to Dream On.
What cues did we take from the global Lightspray™ activations and what did you create that is unique to the Tokyo event?
Delyan Stamboliev, Lead – Development Manager, Special Projects and Felix Spuhler, Senior Specialist – Spatial Event Designer:
We launched Lightspray™ in Paris last summer with a bold design concept that has since traveled the world. With each new outing, LightSpray™ has evolved – innovation is never finished, it’s always moving. Although the On Labs format has become recognizable, it’s never a simple copy-paste. Each stop begins with reflection on the local culture, the context, the details that make a place unique. Those cues are then woven into the design of our space, making every experience both familiar, relevant, and connected to its audience.
In On Labs Tokyo, the influence of Japanese architecture, design and art is present, but never obvious. It’s in the details, in the restraint, in the way the space invites you in. Precision and methodology guide every decision along the design process – the same principles that made Swiss design and engineering resonate around the globe.
Alice Kumagami, Graphic Designer; Anna Kase, Senior Specialist – Events, and Zimeng Xiang, Senior Specialist – Retail Designer:
Our key learning from global Lightspray™ activations was the importance of deep cultural integration, not simple surface-level localization.
For On Labs Tokyo, our creative concept – obsession never ends – connected On’s Spirits with Japanese artistry. We brought this to life by collaborating with local artist Arata Funayama, whose iterative pattern work for our special edition Core-T embodied this theme. Furthermore, we elevated the athlete experience with our largest-ever exclusive space, featuring dedicated physiotherapy and recharge areas. We amplified the Race-Day Edit product collection’s design throughout the venue, creating a cohesive visual narrative. All of these elements combined to ensure the event felt like an authentic celebration, placing the local audience at the heart of a global moment.
What learnings from previous global activations helped shape your approach this time around?
Caspar Pfennigsdorf, Head of Olympics Marketing and Lena Weidenbruch, Olympics Marketing Lead:
We knew going into Tokyo that not everything we do as a global team – from planning to creative – fully resonates in local markets. We integrated with local teams from the outset – developing strategy, creative work, and rollout planning together. At key stages, we had daily syncs with global and local teams – this enabled faster local tailoring, through real-time discussions and reviews, while maintaining global consistency.
This helped us to bring to life an experience that we hope captivates the global audience traveling to Tokyo or tuning in from around the world, and also connects directly with the local market.
What was the thought process behind developing the programming? Tell us how the audience impacted the lineup.
Jeanne Masson, Olympics Marketing Specialist and Joseph Birchenall, Brand Communications Events Senior Lead:
Our goal with the programming was to create experiences that celebrate the spirit of the competition in Tokyo but also reflect On's culture, our passion for movement and how we are driven by innovation. We wanted a lineup that resonates deeply with both the local Tokyo community and the global running audience coming together for this incredible moment. This meant balancing high-energy, movement-focused events with opportunities for cultural connection and creative expression. Above all, we wanted everything to feel engaging and fun, because at the end of the day, that sense of joy and shared energy is what brings people together.
What local insights influenced how the activation came to life in Tokyo?
Christopher Hochster, Brand Communications Lead and Hiroki Kameseki, Key Initiatives Marketing Project Management Senior Lead:
We understood that to truly resonate in Tokyo, we needed local running communities and authentic voices to join the journey. We connected with some of the city’s most engaged groups and runners, and by partnering with Naoki from TRACKBEATS and Guykuma this year, we created stories and experiences grounded in today’s Tokyo running culture.
Running is woven into the fabric of Japanese life – from the tradition of Ekiden relays to school sports. More recently, running has started to fuse with culture, and fashion. And the On Labs Tokyo activation leverages this unique fusion. Lastly, the Japan office is small but incredibly dedicated, united by a shared obsession with detail and service. This mindset threads through everything we do – from the design of the experience to every interaction – ensuring visitors feel welcomed and excited.
In essence, the local insights that shaped this activation are about respect for tradition, embracing evolving culture, and an unwavering commitment to hospitality and community. That’s what makes On Labs Tokyo truly special.
“Within the On Labs Tokyo space and across our activations, we worked with our global team to build in moments to spotlight our global athletes while weaving in elements of Japanese culture – whether through storytelling, programming, or product design. Since some of the local nuances don’t always translate directly, this collaboration – bridging cultural insight with a global perspective – was essential to bringing the brand activation to life.” – Iori Matsudaira, Art Director
How do you work with the athletes on product development? How does it feel to see our athletes perform?
Bodil Oudshoorn, Senior Specialist – Product Manager Lightning and Jaime García Romo, Lead – Product Manager Lightning:
For us, creating a new shoe starts with an obsession: how can we help our athletes perform? The process doesn’t always follow a traditional creation cycle – sometimes we solve a problem an athlete has, sometimes a rule change lets us reinvent performance, and sometimes innovation sparks something completely new
From the start, we worked closely with athletes through sessions, workshops and calls, adapting to their needs to capture the right insights. We then enter a cycle of design, development and testing, repeating it until we’ve built the perfect race-day product. Our Sports Science team supports both in the field and in the lab, and we always try to meet athletes where they are, knowing travel can disrupt training. With each round of feedback, we refine, test and improve – until the shoe is truly ready for race day.
Once on the starting line, we feel part of the athlete's journey that brought them there. Knowing that we’ve done everything possible to help our athletes reach their goals is a powerful feeling, and even more so knowing that these innovations won’t just help our athletes but also the consumers who challenge themselves every day and push their own limits.
How did you work to bring the energy of a global athletics event to our stores in the city?
Christian Wilhelm, Merchandising Director, APAC:
The work started long over a year ago, designing a special edition of our Cloudmonster 2 with our partner Alpen, complementing the yellow of our performance running collection and the pink of our fall-winter 25 Lightspray™ colorway. This is a great commercial addition to our Cloudboom franchise, which is also a highlight for this activation.
For apparel, we wanted to offer something special to all the fans traveling to Tokyo and created a special graphic tee together with a local Japanese artist that pays homage to the event. These tees will only be sold for less than two months exclusively in Tokyo offline channels.
This work shines through in our two retail stores in the city, with window displays focused on the Zero and Cloudboom franchises and curated entry zones where fans can buy the Cloudmonster 2 special edition & Zero apparel. And it all comes together at On Labs Tokyo, where we chose to showcase the pinnacle race products and also our Lightspray™ robot for the first time in Asia.
How did we support our athletes during one of the major sporting events?
Isabelle Winton, Athlete Integration Senior Specialist; Jacob Wessel, Athlete Integration Lead and Leon Karman, Athlete Integration Specialist:
Our athlete strategy is all about authentic human partnerships. At major global events like Tokyo, we create an environment that allows our athletes to focus on what matters most.
The Athlete Residence in Tokyo serves as their home base. It’s a space where they can relax, get services like physio or space to enjoy some downtime playing video games. It's also a central hub for athletes to connect with their friends and family, and for the On team to meet with industry partners. Beyond the event, we tell the full story of our athletes' journey – from rigorous preparation to their final race moments. By celebrating their achievements, we highlight their inspiring obsession and reinforce our human-centric brand values, connecting their journey to our wider brand mission.
Emma Baker, Athlete Communications Specialist and Silke Tegethof, Athlete Communications Lead:
During a major global sporting event, our primary role in Athlete Communications is to ensure athletes can focus on their performance while we manage their On-related public narrative and media presence. We work with different teams throughout the company to craft compelling stories and talking points, then amplify these through earned media coverage and paid media partnerships across TV, podcasts, print, and social platforms. Our on-site team acts as a crucial buffer, handling media requests and preparing athletes for interviews, so they always feel confident and in control. We also organize events and activations to spotlight our athlete topics, ensuring their achievements are celebrated globally. Ultimately, our goal is to empower athletes by making sure their voices are heard and their successes are honored meaningfully, both on and off the field.
What was the balance between pre-planned content and reactive storytelling during the event? How did the team approach reactive storytelling during the event?
Aidan Small, Social Media Senior Specialist; Joanna Fukae, Social Media Management Senior Specialist; Josh Morris, Social Media Lead; Lucy Dang, Studio Producer and Lukas Targa, Marketing Management Senior Specialist:
Our content strategy was built on a careful balance of preparation and agility. In the months leading up to the event, we developed a comprehensive rollout of pre-planned content designed to align with our social media strategy & objectives, as well as the brand's goals - including athlete storytelling, product integration, and collaboration with the regional team to deliver consistency and alignment on a global and local level.
At the same time, we placed equal importance on reactive storytelling. Our athletes are our heroes. We had a dedicated, integrated team on the ground monitoring live moments, athlete performances, and any information that could provide additional context to our content offerings based on their results. We also used those insights to adapt pre-existing content - whether celebrating unexpected achievements or amplifying behind-the-scenes moments. This dual approach allowed us to showcase our athletes authentically and connect with fans worldwide in a way that felt timely, relevant and relatable.
How did you work together with our partners for this particular event?
Nadine Streess, Influencer Marketing & Partnerships Lead; Natasha Firth, Influencer Marketing & Partnerships Senior Specialist; Niel Lee, Influencer Marketing & Partnerships Senior Specialist and Tereza Vincalek, Influencer Marketing & Partnerships Senior Lead:
We worked hand-in-hand with our global partners to bring the spirit of athletics to life in Tokyo, through months of collaborative planning that ensured each partner had a clear role and purpose – both online and on the ground.
Our goal was to connect global reach with local authenticity. We paired international talent with local runners, artists and creators – resulting in powerful moments like Sakurako and Julien ’s run through Tokyo, and Gaku and Karl ’s fresh take on Lightspray™ through their lenses. These collaborations weren’t just about content – they told real stories rooted in culture, performance and community.
Together, we created a rich, authentic showcase of On in Tokyo – energizing communities and expanding our global presence in a way that felt deeply connected and purposeful.
How did we bring Tokyo to the team globally?
Charlie Gannon, Head of Internal Events & Workplace Experience:
We hosted our Global Town Hall live from Tokyo – ambitiously filmed from our brand-new Ginza store, Shibuya office and the On Labs Tokyo space. Holding this moment from the heart of the action allows us to share the latest updates on global strategy against the backdrop of one of the biggest sporting stages in the world. With so many of our athletes competing in Tokyo, it feels especially meaningful to connect the business to the very stage where performance and innovation meet.
Bringing this experience to thousands of team members globally has been a true cross-regional effort. Coordinating from multiple locations, navigating time zones, and aligning formats required precision, creativity, and teamwork so that every team member could feel part of the moment.
Above all, this Town Hall was about creating a shared milestone for all of us. We feel honoured to celebrate together, and to keep writing the story of On in a way that connects our people, our athletes, and our vision across every corner of the world.