On, together with its official distributor Mizzen, has appointed creative experience agency LIGHTBLUE to lead the brand’s experiential marketing initiatives across the UAE.
Under the mandate, LIGHTBLUE will oversee a wide range of brand activities, including integrated campaigns, retail experiences and community engagement programmes, as On continues to strengthen its footprint in the UAE market.
The collaboration has already resulted in the successful launch of On’s first retail store at Mall of the Emirates. Working closely with On, Mizzen, Mall of the Emirates and Dubai Tourism, LIGHTBLUE developed a launch programme that combined film, live experiences and community-led initiatives to introduce the brand to local consumers.
As part of the launch, the agency created On’s official Dubai launch film, managed the flagship store opening event and organised a community run through Mall of the Emirates, bringing together athletes, creators, members of the media and Dubai’s growing running community.
Bianca Pestalozzi-Houchangnia, General Manager EMEA at On, said: “Dubai’s unique energy and its residents’ passion for sports and wellbeing align perfectly with On’s mission. We have already seen incredible momentum from our local run clubs, which regularly attract more than 100 participants. This store is not just a retail space; it is a physical home for this energetic community to connect, move and explore the full breadth of On’s collection together.”
David Balfour, Co-founder of LIGHTBLUE, said: “From our first conversations with the teams at On and Mizzen, it was clear this was about much more than opening a store. The ambition was to build a community around the brand in the UAE. Our role was to bring that vision to life through experiences that felt authentic to Dubai from the launch film and store opening to the community run. This is just the beginning, and we’re excited about what’s next.”
The appointment comes as On continues to expand its presence in the UAE, with additional campaigns, retail activations and community experiences already being developed in partnership with Mizzen and LIGHTBLUE.
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