| Story | In recent years, sports brands of every stripe have got behind female empowerment. Not all, however, have walked the talk. Accusations of lack of support, decreased pay and lapsed sponsorships are rife. Swiss running brand On, does things differently. In its latest campaign, On wanted to bring its family values - and its drive to support all athletes, as parents and as sporting pros - to the fore.In SUPERFRAU we see triathlete Nicola Spirig combining being an athlete with being a mother. And winning at both. Strength and intimacy are shown side by side – her brutal training is intercut with her cradling her baby. By celebrating all sides of their SUPERFRAU, On makes a powerful statement to support all athletes, as pros and and as parents. A mother or athlete, you shouldn’t have to choose. |