The campaign "The Power of Pause" for On, launched in the UK in August 2021, centers on the concept of recovery as an integral part of athletic training. The brand proposition emphasizes the importance of pause and rest in performance, promising apparel that supports athletes not just during activity but also in moments of rest and transition. This underscores a commitment to comfort, versatility, and sustained performance, positioning On’s apparel as essential for the full training cycle rather than solely peak exertion.
From a market strategy perspective, the campaign leverages the insight that recovery is often an overlooked but critical phase in athletic routines, resonating with a performance-focused audience that values holistic training approaches. The creative angle—a film titled "Anthem"—invokes a narrative that celebrates individual pausing rituals, aligning the brand’s functional apparel with personal and varied athletic journeys. This approach differentiates On in the competitive fashion-apparel segment by shifting focus from just active performance to the broader athletic experience, aiming to deepen emotional engagement and broaden product relevance. The campaign’s modest digital engagement suggests a niche yet targeted appeal, supporting a positioning strategy tailored to athletes who prioritize recovery as much as action.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This campaign most clearly aligns with the Associated User Imagery format. The narrative and meta data indicate a focus on athletes and their recovery routines, using phrases like “as athletes, we all have a unique way of pausing.” Rather than telling a story or demonstrating the product in a literal way, the campaign positions On’s apparel as part of the aspirational athlete lifestyle, highlighting relatable rituals before, after, and between training. The product is woven into authentic moments, associating it with the identity and needs of the target user.
1. Nike – Market Positioning
Nike positions itself as the global leader in athletic performance, innovation, and style, combining cutting-edge technology with inspirational storytelling. Its brand strength lies in empowering athletes of all levels, offering a broad range of products that fuse fashion and function, while maintaining a strong presence in both sport and lifestyle segments.
2. Adidas – Market Positioning
Adidas differentiates through its heritage of performance and street culture, blending sports innovation with sustainable practices. With a focus on collaboration and creativity, Adidas appeals to both high-performance athletes and urban fashion-conscious consumers, positioning itself as a trendsetter in both athletic wear and lifestyle apparel.
3. Under Armour – Market Positioning
Under Armour emphasizes performance and technical innovation, targeting serious athletes who seek advanced gear to enhance their training and competition. The brand is known for durable materials and data-driven product development, positioning itself as a premium option for fitness enthusiasts focused on functionality and improved athletic outcomes.
4. Puma – Market Positioning
Puma combines sport, lifestyle, and fashion, targeting consumers who value bold, stylish athletic apparel. Known for collaborations with designers and celebrities, Puma positions itself as a dynamic, trend-forward brand that appeals to younger, fashion-savvy audiences while maintaining core performance features.
5. New Balance – Market Positioning
New Balance is positioned as a heritage brand known for quality craftsmanship and comfort, catering to both performance athletes and casual wearers. It emphasizes domestic manufacturing and fits innovation, appealing to consumers who value authenticity, durability, and a classic aesthetic within the athletic and lifestyle segments.
Q: What is The Power of Pause about?
A: The Power of Pause is a professional campaign created for the brand On and launched in the United Kingdom in 2021. Developed for the fashion and retail services market, this campaign centers on a film titled Anthem, which explores the essential role of recovery in athletic training. The creative direction highlights how every athlete has a unique approach to pausing, positioning On’s apparel as the ideal choice for comfort, versatility, and performance during moments before, after, and between activity. The campaign was produced by a team including Jess Kohl and Prettybird UK, and it aims to redefine the athlete’s journey by celebrating the importance of rest as part of peak performance.
Q: What creative device does The Power of Pause use?
A: The Power of Pause employs the Associated User Imagery format, as classified by Clapboard’s 12-format taxonomy. This creative device focuses on depicting a user profile that the target audience can relate to or aspire to, in this case, athletes and their personal recovery rituals. Rather than relying on literal product demonstrations or traditional storytelling, the campaign weaves On’s apparel into authentic, aspirational moments of pause and transition. This approach aligns the brand with the identity and needs of its audience, reinforcing the apparel’s role in the broader athletic lifestyle.
Q: What is the campaign proposition for The Power of Pause?
A: The campaign proposition for The Power of Pause positions On as a brand that recognizes recovery as an integral component of athletic performance. By emphasizing the importance of pause and rest, On communicates to performance-focused athletes that its apparel is designed not just for moments of exertion but equally for periods of rest and transition. This message resonates in the fashion and retail services category, where most brands focus on peak activity. On’s proposition is to support the full training cycle, appealing to athletes who value holistic approaches to performance and seek apparel that delivers comfort, versatility, and sustained support throughout their journey.
Q: How does The Power of Pause rank in Clapboard's archive?
A: The Power of Pause holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards.
Q: Who are the competitors in On's category?
A: In the athletic apparel and fashion market, On competes with several major brands. Nike is positioned as the global leader in athletic performance and innovation, blending technology with inspirational storytelling. Adidas stands out for its heritage in performance and street culture, merging sports innovation with sustainability and creative collaborations. Under Armour targets serious athletes with a focus on technical innovation and premium functionality. Puma appeals to younger, fashion-forward consumers by combining sport, lifestyle, and bold design through high-profile collaborations. New Balance is recognized for its craftsmanship and comfort, catering to both athletes and casual wearers who value authenticity and classic style.
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