Brand-athlete relationships follow a model that, over the years, has changed very little and is based on a quid pro quo relationship. The brand puts the athlete in a position to express himself at his best by providing him with support in various ways (sponsorship, materials, opportunities to access services, technologies) and the athlete, in return, helps the brand in the development of new products and – most importantly – gives visibility to his products by using them in competitions and participating in marketing campaigns. This is, in fact, a business relationship between two entities, there is nothing wrong with that; I find it a very useful thing, both for brands and athletes.
This relationship varies greatly in its nuances and can range from simply providing technical materials to making some athletes true testimonials of the brand’s values and performance.
In a world as robust (and established) as sports, it is therefore obvious that in order to stand out, a brand must innovate not only in product design but also in relating to athletes, and so On did.
Already during the past World Athletics Championships in Budapest I had observed how the care and relationship between On and the athletes was “different.” There were very close relationships between the brand and those participating in the competitions, the perception was that the brand made itself available – one would almost say “at the service” – of the athletes. One aspect that had really impressed me was that, during the warm-up sessions, the athletes were in the company of On and were given new shoes to give them that “wow” feeling we all get when we wear them for the first time. Is that a detail? Yes. But it is in the details that relationships are defined.
And the relationship between On and its athletes goes far beyond simple collaboration. In fact, the Swiss brand wants to put them in the perfect condition to express themselves to the best of their potential, not only with regard to product quality and performance but on every sphere.
On hub at the European Championships in Rome
You’ve probably figured out that we’re talking about a dimension that we might call a team or, even better, an extended sports family. And what does an athlete need during a major competition?
Tranquility, moments of leisure, being surrounded by people who allow him to reduce moments of tension and maximize concentration, focus.
So instead of creating a show where the athletes were put in the center of media and public attention, On organized a hub, a place where those involved in the competition could have a familiar, private and relaxing time.
On then set up a space a few hundred meters from the Olympic Stadium where you could find the athletes chatting with their families, playing playstation, relaxing. But not only that.
Again, the guys from On accompanied the athletes to the warm-up field, supported them from the stands, took celebratory photos and videos of the performances, and made their support felt at all times. No wonder it is called the 360 Athlete Program.
Imagine having just won a European medal, going to meet your family and also finding this big extended family welcoming you, giving importance to your achievement, celebrating you.
This is much more than developing products together and promoting them. The relationship between On and its athletes is a journey made together, where both are aware that supporting each other and working toward a common goal makes everyone stronger and leads to better results, in every field.