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.
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 commit and sweat together. Each share carries your brand into their network: marketing that moves because someone actually did the work.
Measurable engagement
CadooVision-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 Fans Dream Run Prep
On Fans Daily Squatups
Every clip and winner card from this game wears this badge.
Play a verified set and the
first shareable mints here automatically.
👟 Steps
🦵 Squatups
Get in the game
Download Cadoo to join On games. On store credit goes to winners while the funded pool lasts.
Download Cadoo on the App Store Get Cadoo on Google PlayOn levels
On levels. Finish games to graduate. Higher levels unlock harder games and more On store credit on skins. Get fit. Inspire friends. Get paid. CadooVision counts every rep.
Prize shelf
The back of the wrapper. Brand credit is spent in the store inside the Cadoo app, on brand skins. Store credit is not cash. Redeeming brand credit for in-store and online purchases at the brand is coming soon.
Prize shelf coming as this sponsor adds rewards you can work toward.
Fitness 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 CadooVision-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 counted on camera; steps come from Apple Health or Health Connect. 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 a weekly goal with friends 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.