REAL CARIOCA ENERGY.
On April 21, 2026, Cidade das Artes in Rio de Janeiro became the stage for the On Squad Race. A global proprietary event concept by On, which had already taken place in cities such as Beijing, Tokyo, and Medellín, the experience arrived in Brazil, bringing together running, community, performance, and lifestyle in a night that captured the energy of Rio de Janeiro through the brand’s unique identity.
Effect Sport was responsible for planning and producing every detail of the event, bringing together sports, culture, and entertainment in an experience designed for the running community.
ONE RACE. 63 SQUADS. ONE ENERGY.
The On Squad Race placed athletes at the heart of a team-based competition. A total of 252 runners, divided into 63 squads, came together in a format that combined performance and team spirit.
More than just running, each participant was part of a shared experience where community was just as important as competition.
The connection to the global circuit was also reflected in the prize: the winning squad earned the opportunity to represent Brazil at the international grand final in Los Angeles, bringing Rio's energy to the next stage of the On Squad Race.
CIDADE DAS ARTES
With its contemporary architecture and distinctive identity, Cidade das Artes took on a new energy to welcome the world of On.
The venue was transformed to support every stage of the event, from the race to the brand experiences, creating multiple touchpoints for athletes and guests.
252
athletes
63
squads
8.200
M² of event space
8
hours of experience
+200
mileage
98
try-ons
+20
thousand website visits
RUNNING MEETS LIFESTYLE
The On Squad Race was designed to keep the experience going long after the race was over.
Through brand activations, product trials, customization experiences, food, music, and opportunities to connect, participants were able to explore different dimensions of the On universe, all in one place.
THE FIRST BIG STEP
The On Squad Race marked Effect Sport’s first major event as On’s official agency in Brazil, a partnership established in January 2026.
A project that brought the partnership to life and demonstrated the agency’s ability to transform a global event concept into a relevant, authentic experience tailored to the Brazilian market.
REAL CARIOCA ENERGY.