China Playbook Unlocked: On Running Campaign Softens Up Shanghai

This article is adapted from China Playbook, our subscription-based strategy hub for decision-makers navigating China’s ever-shifting consumer landscape.

From 1 to 9 March, On Running transformed its Shanghai Xintiandi store into a cushioned oasis, inside and out. The pop-up experience spotlighted its CloudTec Phase technology and Cloudsurfer 2 shoes — designed for a smooth, responsive and ultra-cushioned running experience that mirrors the brand’s Swiss engineering roots.

Localised Soft Wins Campaign

This wasn’t just a retail activation. Across China, On Running hosted over 50 running events in more than 20 cities, bringing the campaign to life at street level.

In Shanghai, the brand partnered with local businesses Nu Xiang Mu Dou 南翔馒头殿 and Wilde Flower 王尔德花店, offering runners edible steamed bun medals and flowers as prizes — a creative fusion of sport, culture and community.

The campaign slogan, 服软不服输, is also a clever wordplay. While furuan 服软 (admitting softness) and fushu 服输 (admitting defeat) usually have similar meanings, On uses “softness” to its advantage — both literally and metaphorically. The softness of its Cloudsurfer 2 technology represents comfort and resilience, not weakness. The message: embrace softness, but never give up.

On’s performance in China underscores why its softer touch is working. As of February 2025, the brand’s net sales are up 165% year-to-date, reaching RMB 58 million ($7.9 million) across Tmall, JD.com and Douyin.

Running shoes remain On’s anchor, generating RMB 20 million in sales, but the brand is now seeing rapid growth in athleisure — with apparel up 248% and athleisure shoes nearly 10x higher year-on-year. Its best-selling product, the Cloudtilt running shoe, brought in $544k in net sales on Tmall in just the first two months of 2025.

Lessons for Luxury Brand Activations in China

• China’s growth phases dictate strategy. Early-stage brands should focus on building core messaging and hero SKUs before branching into creative storytelling or aligning with the global calendar.

• Global-first campaigns risk missing the mark. Chinese audiences still require clear product education and brand introduction before engaging with more abstract, global campaigns.

• Localisation drives cultural connection. On’s use of “softness” — expressed through a clever wordplay, bao buns, flowers and local community runs — shows how a universal concept can be reinterpreted to resonate deeply in China.

By blending technical storytelling with cultural touchpoints, On Running continues to find its stride in China — proving that softness, when done right, can be a powerful brand statement.

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This article is adapted from our subscription-based strategy hub, China Playbook. Read the full article here with insights and takeaways from our senior strategist, or click the button below to subscribe for free updates.

Cover image via On Running