Running brand, On, has partnered with Spotify for its latest campaign, ‘Max Energy. Always.’, which highlights its Spring 2024 collection and teases the launches of its new Cloudmonster shoes collection.

From today [23 February 2024], listeners on the streaming platform in the US, UK and Germany who are runners will come across video, audio and display ads that feature On’s new Cloudmonster 2 model, along with a new song by artist Jayda G created specifically for the campaign. 

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The audio ads will highlight the launch of the Cloudmonster 2 and tease Jayda G’s new song, directing listeners to the running brand’s website to listen to the exclusive song. 

Meanwhile, the video ads will be in the style of a music video, featuring Jayda G along with real runners to showcase the new launches.

UK and Germany ads will be until 21 March, followed by US ads ending on 4 April 2024.

Spotify Global Head of Sales, Brian Berner, said: “Music provokes intense feelings. We know listeners get a mood boost when they tune into Spotify, resulting in a halo of good vibes for brands. With our focus on personalisation and discovery and a uniquely engaged audience, brands like On are able to effectively reach their target audience of runners and build a deeper connection with listeners who are in a positive mindset.

“I’m thrilled to see global brands like On creatively leverage Spotify and the power of music across a variety of our ad formats for such a fun and energising campaign.” 

On Global Marketing Lead of Running, Melanie Mueller, added: “Imagine you’re lacing up your running shoes, getting ready to hit the pavement. That moment, the anticipation, the beat building up in your headphones- that’s what the Cloudmonster 2 is all about: Max Energy. Always.

“In the same way that Cloudmonster 2 multiplies the energy, collaborating with Spotify shares the same essence. It’s a collaboration that elevates the connection between science, music and running.”