Hellen Obiri features in On's new emotional running campaign
2 sources • 1 min read • Latest: Jul 30, 2026, 7:00 AM
Last updated Jul 30, 2026
Hellen Obiri, the 2025 NYC Marathon champion, stars in On's latest campaign entitled 'Race for the Feeling.' This initiative marks a shift in On's marketing approach, focusing on the emotional aspects of running rather than purely performance metrics. The campaign highlights Obiri's daily training in Boulder, Colorado, framing her experience around her philosophy of racing by feeling rather than data. The visuals aim to create a personal connection with audiences and emphasize the euphoric sensations linked to running.
- •Obiri set a course record at the 2025 NYC Marathon with a time of 2:19:51.
- •The campaign is directed by Parker Schmidt and features visuals by Joanna Wzorek.
- •On's new 'Run On Clouds' brand platform debuted last month.
- •Obiri's running philosophy emphasizes 'fast as a feeling' rather than watch times.
- •This strategy seeks to highlight the human experience of running.
- 7:00 AMYahoo Sports — NYC Marathon Winner Hellen Obiri Stars in On’s New Campaign Aimed at Showcasing the ‘Emotional’ Side of Running
"The campaign follows Obiri during her daily training routes in Boulder, Colo.
Sources
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