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On Running Builds a Team Film Around Solo Athletes at Worlds
On Running's 'Run for Each Other' is a 90-second film campaign, published in July 2022 across Switzerland and the United States, that follows eleven elite track runners and members of the On Athletics Club preparing for their individual races at the World Athletics Championships in Eugene, Oregon.
The campaign centres on a single, unambiguous proposition: no matter how good a runner is, they will always be better with a team. That insight reframes what is structurally a solo-sport event — the eighteenth edition of the World Athletics Championships, held in Eugene, Oregon from 15 to 24 July 2022, according to the event's own published schedule — into an argument for collective identity. On Running, the Swiss sportswear company, used its professional running club, the On Athletics Club, as both subject and proof point. The athletes depicted are not fictional proxies. They are the same competitors who lined up on the track in Eugene, Oregon, making the film's emotional claim verifiable in real time.
Created by AKKURAT Studios alongside production company HPLA and creative partner Levity Creative, the campaign was directed by Mischa Meyer and released in Switzerland and the United States at the precise moment global attention turned toward the championships. The timing was deliberate. By anchoring the film's release to the opening week of the World Athletics Championships, On Running ensured that the campaign would meet its audience at peak emotional readiness — when fitness, performance, and national pride were already active search and conversation topics across the US market and in Switzerland. The Clapboard Score for this campaign is 63 out of 100, reflecting a production that demonstrates genuine craft and strategic clarity but operates within the modest reach of a brand still consolidating its global identity.
On Running competes in a category defined by two dominant incumbents. Nike held approximately 35.2% of global athletic footwear market share in 2022, according to Statista, while Adidas held approximately 15.5%, also per Statista. Against that competitive backdrop, a challenger brand cannot win on scale alone. 'Run for Each Other' reflects a strategic decision to compete on cultural resonance rather than media weight, targeting the performance running community in both Switzerland and the United States with a message that larger rivals rarely deliver with specificity.
The insight driving the campaign is structurally sound. Elite distance running is perceived as an intensely individual pursuit, yet professional runners train, travel, and recover inside tightly bonded groups. On Running's own On Athletics Club exists precisely to formalise that structure. By making the OAC visible and legible to a broader audience across the US market, the brand converts an operational asset — a professional running club — into a brand narrative. This is a move that neither Nike nor Adidas could replicate without appearing manufactured, because On Running built the OAC as a genuine competitive entity rather than a marketing vehicle.
On Running reported CHF 1.22 billion in net sales for 2022, representing approximately 69% year-over-year growth, according to the company's own published financial results. That growth trajectory means the brand was simultaneously scaling commercially and investing in brand-building at the highest level of the sport. The World Athletics Championships in Eugene, Oregon provided an internationally visible stage at no additional rights cost, because the athletes depicted were already competing there. In the United States, where running culture is deeply embedded in college athletics and road racing communities, that authenticity carries measurable weight.
Director Mischa Meyer made a single defining production decision for 'Run for Each Other': shoot on 35mm film using multiple vintage cameras and film formats rather than digital capture or visual effects. That choice is the creative engine of the entire film.
The grain, contrast, and temporal texture of 35mm film physically embody the campaign's argument. A digitally clean image would have produced a sports commercial. The analogue imperfection produces something closer to a document — the kind of archival footage that accumulates meaning over time. For a campaign about fellowship and shared journeys, that nostalgic register is not decorative. It positions the On Athletics Club's story within a longer tradition of athletic brotherhood, connecting eleven athletes preparing for the 2022 World Athletics Championships in Eugene, Oregon to a visual language audiences associate with enduring sporting moments.
The full production roster, as documented across Branding News, adsoftheworld.com, and mischameyer.com, includes executive producers Rocco Kopecny and Ryan Hahn, producer Abi Perl, executive producer and creative director Colin Leary, and creative director Oliver DeVitre. On Running's own side of the production was led by Feliciano Robayna, On's executive producer and head of sports marketing, and Gessica Giullini, On's producer and global sports marketing activation specialist. The depth of that credit list signals that 'Run for Each Other' was not a lightweight content piece. It was a considered brand film with clearly delineated creative and client-side ownership, produced across AKKURAT Studios and HPLA for simultaneous release in Switzerland and the United States.
The decision to deploy multiple film formats within a single 90-second piece adds a further layer of intentionality. Different formats carry different emotional frequencies, and their combination creates a layered visual rhythm that mirrors the campaign's core argument: individual elements, held together by a common purpose, produce something greater than the sum of their parts.
No independently verified third-party performance data for 'Run for Each Other' — including view counts, earned media reach, or conversion metrics — is publicly available at the time of writing. Assessment therefore rests on structural and contextual indicators.
The campaign's structural effectiveness is high across several dimensions. The 35mm production format differentiates it visually within a category where digital gloss is the default. The release timing — coinciding precisely with the opening of the World Athletics Championships in Eugene, Oregon in July 2022 — maximised contextual relevance in the US market and in Switzerland without requiring paid event sponsorship. The use of real OAC athletes rather than celebrity endorsers means the campaign's claims are verifiable, which is a meaningful trust signal for the performance running audience On Running is cultivating.
On Running's broader commercial momentum in 2022 — CHF 1.22 billion in net sales, approximately 69% year-over-year growth, per the company's own financial disclosures — provides indirect context. A brand growing at that rate across Switzerland and the United States is generating sufficient consumer pull for brand-building investment to compound rather than merely maintain awareness. 'Run for Each Other' fits that compounding logic: it does not need to convert browsers into buyers in a single exposure. It is building the cultural permission that makes future performance claims credible. The Clapboard Score of 63 out of 100 reflects this balance — a campaign with genuine craft and strategic clarity that stops short of the category-defining impact that a higher score would require.
'Run for Each Other' is a 90-second film by On Running, created by AKKURAT Studios and directed by Mischa Meyer, published in July 2022. It follows eleven On Athletics Club athletes preparing for their individual races at the World Athletics Championships in Eugene, Oregon, built around the idea that every runner performs better within a team.
Mischa Meyer directed 'Run for Each Other.' The film was produced by AKKURAT Studios and HPLA, with creative partner Levity Creative. Executive producers were Rocco Kopecny and Ryan Hahn, and creative direction was shared between Colin Leary and Oliver DeVitre, as documented across branding.news and adsoftheworld.com.
On Running and AKKURAT Studios chose 35mm film, using multiple vintage cameras and formats, to create a nostalgic, textured visual quality. The grain and analogue character of the footage were intended to convey grit, emotional bond, and humanity — qualities that a digitally clean production would have undermined for this particular performance running audience.
The On Athletics Club is On Running's professional distance running team, featuring eleven elite track athletes. In 'Run for Each Other,' the OAC functions as both subject and proof point, grounding the campaign's team spirit argument in a real competitive structure rather than a constructed narrative, as noted in On Running's own published materials.
On Running positioned 'Run for Each Other' as a culturally specific challenger response to dominant rivals. Nike held approximately 35.2% of global athletic footwear market share in 2022, per Statista, and Adidas held approximately 15.5%. On Running competed on authenticity and community specificity rather than media scale, using the World Athletics Championships in Eugene, Oregon as a zero-rights-cost platform.
'Run for Each Other' received a Clapboard Score of 63 out of 100. The score reflects strong production craft and strategic timing around the 2022 World Athletics Championships but acknowledges the campaign's limited public reach data and its positioning as a brand-building exercise within a rapidly growing but still-challenging Swiss-American market context.
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