SQUAD RACE RIO ON
Real Carioca Energy
Marking On's arrival in Rio de Janeiro, ON SquadRace took over Cidade das Artes with an experience that celebrated the city's running culture. More than a race, On's global proprietary event transformed running into a collective celebration of community, performance, and lifestyle.
Bringing together 256 runners, divided into 64 squads, the event delivered an unforgettable night where competition met culture, powered by Rio's unmistakable energy.
Creative Direction
To localize a global property, we developed a creative direction deeply rooted in Rio's visual culture. Inspired by zine aesthetics, the identity embraced a DIY, expressive, and community-driven language, combining photocopy-inspired photography, hand-drawn illustrations, bold typography, and local graphic elements to connect On with Rio's crews, partners, and cultural stakeholders, creating a visual system that felt authentically Carioca while remaining instantly recognizable within On's global brand universe.
Culture & Community
In collaboration with Domply, and featuring a live performance by FBC, the experience elevated the concept of "Real Carioca Energy" from start to finish. Every touchpoint, from the race format to the visual identity, music, and venue was designed to strengthen the connection between sport, culture, and community.
Global Movement
More than an event, ON SquadRace celebrates running culture as part of On's global race series. The project reimagines running as a team sport, connecting local communities, empowering running crews, and transforming unexpected urban spaces into stages for performance, belonging, and shared experiences around the world.
Roles: Creative Direction, Brand Strategist, Film Director.