When we think of running, kilometres and personal records often come to mind first. Yet for many runners, the real point lies less in the finish line than in the clear sense of energy that follows: the feeling that gathers the mind and sets the body back in motion.
On’s Real Energy campaign begins with this feeling. Launched alongside the third generation of the Cloudmonster collection, the campaign takes running out of the spectacle of performance and places it within the rhythm of everyday life as a personal ritual. At the centre of this narrative are Cloudmonster 3, Cloudmonster 3 Hyper and LightSpray Cloudmonster 3 Hyper, three distinct models designed around different running needs.
Directed by Rory Wood, known as Rawtape, the campaign film follows different running moments from the early hours of the morning to late at night. As Lights Burn Dimmer by Fred Again.. and Jamie T drives the film’s tempo, it brings the physical and emotional experience of running into focus. In the accompanying series photographed by Leon Prost, athletes including OAC Europe’s Luke McCann appear through their pre- and post-training rituals.
Since its first launch in 2022, the Cloudmonster series has become one of On’s most recognisable silhouettes in the maximum-cushioning running category. The original model established the character of the series with its CloudTec® geometry and forward-rolling sensation. Cloudmonster 2 developed this structure with increased cushioning. With the third generation, On brings back the rocker construction and responsiveness of the first model, combining them with higher cushioning and enhanced energy support for daily training.
Cloudmonster 3 is a more accessible model designed for everyday runs. Its three-layer CloudTec® construction, dual-density Helion™ foam midsole and nylon-blend Speedboard® system are engineered to create a more dynamic running sensation that moves the runner forward with every step. Cloudmonster 3 Hyper, meanwhile, was developed for longer-distance training. With Helion™ HF hyper foam, increased cushioning and a plateless construction, it promises a softer, livelier experience that helps reduce leg fatigue over longer runs.
The shoes are accompanied by pieces from the Zero, Performance and Volt collections. With designs such as the Zero Jacket, Zero Singlet and Zero Short Tights, Zero focuses on lightness and performance, while the Performance collection highlights technical pieces that can adapt to the everyday rhythm of training. Volt adds a more visible, high-tempo sense of energy to the series through pieces including the Performance Volt Jacket, Performance Volt T and Performance Volt Shorts.
Taking ‘Real Energy’ beyond the campaign itself, On has launched On Squad Race, a global relay race series bringing running communities together across 20 cities. Beginning in Beijing, the 4x4 relay format gathered 600 teams across spiral courses designed to test speed and endurance. The World Final will take place in Los Angeles in September.
