On
2026She Runs Now
A running campaign written like a romantic comedy, starring Delaney Rowe.
We partnered with On and DICK'S Sporting Goods on She Runs Now, a campaign told in three chapters. After years of building On's experiential world, from Clubhouse Nights to On Labs in New York and Boston to Penn Relays, this is our first campaign as On's agency. Strategy through scripting, casting, production, and post.
We partnered with On and DICK'S Sporting Goods on She Runs Now, a campaign told in three chapters. After years of building On's experiential world, from Clubhouse Nights to On Labs in New York and Boston to Penn Relays, this is our first campaign as On's agency. Strategy through scripting, casting, production, and post.
Agency: Harbinger
Director: Courtney Sofiah Yates
Post Production: Modern Post
Director: Courtney Sofiah Yates
Post Production: Modern Post
Delaney Rowe built her audience by satirizing how women get written in movies. So we gave her a Run Club. They are her best friends, her emotional support system, and a Greek chorus who react to every shoe in unison. They also never stop running in place.
Riffing on classic storytelling structures, Delaney tries each shoe until she finds the perfect fit. And her run club is with her every step of the way.
Riffing on classic storytelling structures, Delaney tries each shoe until she finds the perfect fit. And her run club is with her every step of the way.
The three chapters follow a hero's journey scaled to a Tuesday afternoon. Delaney gets her call to adventure in the shoe aisle at DICK'S and leaves holding the box like an Oscar. She meets her trial face down in the grass at Randall's Island, because this running stuff is not how they show it in the movies. Her mentor arrives as Olympic medalist Yared Nuguse, standing over her like a running god with the sun blowing out behind him. He teaches her Lightspray™ with the gravity of ancient wisdom.
Running has changed faster than the advertising around it. It got social, and funny, and mostly about the people you show up with. Grit and solitude still sell shoes, but they describe a sport fewer and fewer people are actually training for.
She Runs Now put the feeling first and let the product live inside the joke. On makes the shoe. DICK'S is where you find it. Delaney needed somewhere to put her feelings, and her Run Club was already running in place, waiting.
She Runs Now put the feeling first and let the product live inside the joke. On makes the shoe. DICK'S is where you find it. Delaney needed somewhere to put her feelings, and her Run Club was already running in place, waiting.
