On x Nxt Museum — a soft and sensory brand activation

On x Nxt Museum

Movement and art come together for the launch of On's Soft Wins campaign

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 Nxt 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.