“Dream on.”On
On (On Running) turned CloudTec cushioning into a lifestyle running brand — performance shoes with design-world gravity.
Why a Cadoo fitness game
Daily squats are the at-home strength half of a runner’s week — skinned proof that pairs with On’s motion culture. (Steps shareables are unskinned today.)
On our roadmap: redeem winnings toward On goods and services. Not live yet — we’re building it.
Industry reference inspired by Fitt Insider coverage. Not affiliated with or endorsed by On unless a partnership is announced.
Why On is on this shelf
The industry case for a On game, from the trade press.
Expected sales over $2.6B in 2024 - up from $286M in 2019.
Debuted the Cloud X Tempo Pro, its first fitness-racing shoe, and signed HYROX athletes Roncevic and Steensgaard.
Apparel sales up 80% in H1 on the softness-meets-strength push; Track Nights blend elite racing with festival energy.
Marked race finishes with commemorative flash tattoos as brands began designing for the post-race letdown.
Shares fell over 20% after Q2 as it defended full-price integrity over discounting; under-34s are now a third of its base.
Launched a football (soccer) category and signed Kylian Mbappé as global ambassador after his 20-year Nike run, with Thierry Henry as director of football and LightSpray cleat work.
Reporting: Fitt Insider
What On gets by sponsoring a Cadoo game
Not a logo on a landing page — a UGC engine. Players verify workouts on camera; Cadoo mints skinned clips and cards they actually share.
Skinned workout clips
Every verified set can produce a shareable video with your brand skin on the athlete. Players post proof — you get authentic UGC without a production shoot.
Branded completion cards
First-set and win moments mint cards with your name and colors. Feed-native, screenshot-ready, built for Stories and group chats.
Players as distributors
Friends stake and sweat together. Each share carries your brand into their network — marketing that moves because someone actually did the work.
Measurable engagement
Camera-verified reps (and health-synced movement where used) mean real activity, not vanity check-ins. Consistency you can point to.
Private, renewing arcade games
Link-gated series that self-renew. Control the shelf, keep the brand story live, cycle games as pitches land.
The flywheel: loyal → repeat → new
The client who would have lapsed keeps training under your name between visits (loyal). Her winnings come back as in-app brand credit for skins and brand shelf offers (repeat — in-store redeem not active yet). Her skinned clips hit the group chat and Instagram with a one-tap invite — friends join the game, then come with her to try you in person (new). The retention tool is the acquisition channel.
Talk sponsorship: Tim@cadoo.io
On shareables — clips & cards
Real output from the game: skinned workout videos and completion cards players share. This is the UGC brands sponsor.
On Dream Run Prep
Every clip and winner card from this game wears this badge.
Play a verified set and the
first shareable mints here automatically.
👟 Steps
Get in the game
Download Cadoo to join On games. On store credit goes to finishers while the funded pool lasts.
Download CadooFitness Games for Apparel & Footwear
Fitness became fashion. The brand lives in the fit pic and the drop, not in the workout — which makes the connection aesthetic, seasonal and easy to switch.
Your kit is the outfit in the clip
Every camera-verified workout renders wearing your skin — the look and the work in one shareable, not a logo stuck on a stock photo.
Proof-of-work UGC, not ad spend
Real reps, real sweat, posted by the athlete because she is proud of it. The marketing is the workout.
Make them earn the drop
Tie a release or a reward to verified work instead of a refresh button — scarcity that means something.
Reps are verified on camera; steps sync from the player’s device. Privacy · Terms
What On gets
On keeps the name in the workout: less churn, more retention, growth from the people who already train, and no brand decay into a merch drop.
- Retention. Clients drift after the intro pack. The game keeps them on the calendar between visits.
- Churn. The back door closes when a live streak and an accountability deposit give a reason to stay every week.
- Growth. Skinned clips land in the group chat and bring friends who were not members. The skin is on the clip. The people who train become the marketers.
- Brand decay. When the name lives only in a drop, it fades. Verified workouts keep it in the work. Rewards spend on skins in the app. In-store redemption is not live.
Fund a series
You fund it. Cadoo runs the games. You send your people one link.