How can On's activewear help Gen Z feel everything through feeling nothing?
The Power of Absence, connects with Gen Z’s desire for unfiltered movement and self-expression. In a world where activewear often adds weight and complexity, On takes the opposite approach, stripping away the unnecessary to reveal the purest sensation of motion. Through immersive experiences and digital storytelling, the campaign invites Gen Z to step into a space where less isn’t empty, it’s limitless. By embracing Feel Nothing to Feel Everything, On redefines what activewear can be: an invisible force that empowers movement, rather than restricting it.
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