Swiss Footwear Brand Recruits Classically Trained Dancers for a 'Sneaker Ballet'

With a stunning 4-minute video, On aims to expand beyond its running roots and appeal to artists of all types

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Swiss footwear brand On counts among its fans a tennis legend, an Olympic silver medalist and a three-time Oscar winner, with its kicks showing up everywhere from the court to the track to the red carpet.

Now another member of the faithful, renowned choreographer Justin Peck—fresh off Steven Spielberg’s West Side Story—has put On shoes on the feet of classically-trained dancers for a mesmerizing four-minute “sneaker ballet.”

A video of the dance, shot at New York’s Pier 76 overlooking the Hudson River, is the centerpiece of a campaign aimed at broadening On’s appeal beyond hard-core athletes and tapping further into the creative crowd.

“Movement is what inspires our products, and regardless if you are running or dancing in them, they are made to move with your body,” Gerald Marolf, head of the Performance All Day division at On, told Adweek.

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