RESOLVING THE LEDGER
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See the full story · 1 sourcesAfter winning the 2025 New York City Marathon and setting a course record in a pair of On sneakers, champion runner Hellen Obiri is starring in the Swiss sportwear brand’s newest campaign.
The new spot, dubbed “Race for the Feeling,” is the first expression of On’s new “Run On Clouds” brand platform that was unveiled last month, and “signals a shift away” from performance storytelling rooted only in metrics, towards one centered around human feeling.
Directed by Parker Schmidt, with still photography by Joanna Wzorek, the campaign follows Obiri during her daily training routes in Boulder, Colo at the On Athletics Club (OAC). The company noted that the visuals aim to “invoke a deeply personal connection to one of the marathon racing’s most accomplished athletes.”
The decision to frame the campaign around “fast as a feeling” was inspired by Obiri herself, whose response when asked whether she looked at her watch to see how fast she was going while breaking the course record in New York City in November, was simply: “No, I just felt it.”
Obiri completed the 2025 New York City Marathon in November with a time of 2:19:51, besting Margaret Okayo’s previous record of 2:22:31, which was set in 2003. Obiri
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