Swiss performance sportswear brand On and its official distributor Mizzen have appointed creative experience agency LIGHTBLUE to lead brand experiences for the brand in the UAE.
The appointment will see LIGHTBLUE work across On’s UAE activity, spanning brand campaigns, retail experiences and community activations as the sportswear brand continues to expand its presence in the market.
The partnership has already seen LIGHTBLUE develop the launch programme for On’s first UAE store at Mall of the Emirates. The agency worked with On, Mizzen, Mall of the Emirates and Dubai Tourism on a programme designed to introduce the brand to the local market through a mix of film, live experiences and community activity.
As part of the launch, LIGHTBLUE produced On’s official Dubai launch film, delivered the opening event for the new flagship store and organised a community run through Mall of the Emirates, bringing together athletes, creators, media and members of Dubai’s 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 account win comes as On continues to build its presence in the UAE, with further campaigns, retail experiences and community activations already in development between the brand, Mizzen and LIGHTBLUE.