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On Running - Superfrau
09/09/2020
Marketing & PR
Amsterdam, Netherlands
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Swiss running brand ON presents SUPERFRAU - an emotive film where we see triathlete Nicola Spirig combining being an Olympic athlete with being a mother of three. And winning at both.

The film maximizes the opportunity to position Nicola as the heroine in her own story. The leading lady at a time when society is shining a light on the lack of starring roles for women. In politics, in Hollywood, in sport. But this film is not a rallying cry, or a manifesto for change. It’s ON understanding the dynamics at play using a classic storytelling arc. 

With Lake St Moritz as a fittingly striking backdrop, the film follows a typical day in the life of Nicola. Honing in on the balance between her single-minded dedication to training for Tokyo 2020, and the devoted attention to her kids in between. We see strength and intimacy side by side in raw shots of Nicola’s brutal training (and consequential injuries) and her cradling her third child, born in April this year.

In celebrating all sides of their SUPERFRAU, On makes a powerful statement on supporting all athletes, in their careers and as parents. The outtake being, whether a mother or an athlete, you shouldn’t have to choose.