On x Nxt Museum — a soft and sensory brand activation

On x Nxt Museum

Movement and art brought
together for mental health

Overview

In April 2025, we welcomed global running pioneers On to Nxt Museum for the launch of their new Cloudsurfer 2 shoe and the global rollout of their Soft Wins campaign.

This activation brought together art, technology, and mindful movement in a morning designed to awaken both body and mind. Guests were guided through breathwork, stretching, meditation, and a 5K neighbourhood run – a soft yet powerful start to the day, led by Indie Runner.

“With the global campaign Soft Wins, On wants to give a new perspective on running. In a world where the focus is often on speed and performance, this approach is about Soft Wins: personal victories that are just as valuable.” — Gardeners | Certified B-Corp™

The event was produced by Gardeners Creative Agency in collaboration with Indie Runner, with the museum acting as both a functional venue and an immersive creative canvas.

The brief

On’s goal was to create an experience that reflected the values behind Soft Wins: slowing down, tuning in, and celebrating personal progress.

As a hybrid space bridging art, technology, and experience, Nxt Museum offered the versatility needed for a multi-part activation – from warm-ups and meditative moments to high-energy treadmill trials and post-run recovery.

The experience

Guests arrived to a curated warm-up in the entrance hall, where a coach guided them through running techniques before heading out.

Inside The Stage, the centrepiece of the experience featured immersive On-branded visuals and performance treadmills, giving guests the chance to test out the Cloudsurfer 2 in action.

Other exhibition spaces were transformed into sensory zones, where guests wore headphones for guided breathwork and group meditation. The program concluded with a community breakfast and coffee in Café Restaurant Metro, creating space for connection and recovery.