On Cloud 9: My Experience as an On Ambassador
Photographer: Gophrette (2021)
In 2020, I landed the most exciting partnership I could imagine: I was selected to be an On brand ambassador. I was rocking a pair of Cloudflow shoes, and was completely enamoured by their social media presence and overall vibe as a brand. I was thrilled to be a part of the team and couldn’t wait to see where the partnership would take me.
In this post I will share my experience as an On brand ambassador, including details of the 2021 ambassadorship program. Note that the exact details are likely to vary slightly year to year. This is not a sponsored post, and these details are all based on my own experiences.
What is On?
On (or On Running) is a Swiss company that specializes in performance athletic gear. On was founded in 2010 and has been one of the fastest growing running brands in the world, revolutionizing running shoes with their cloud technology. This CloudTec® is what makes the shoes unique, both in look and feel: those little bubbles under the shoes are the cushioning system that allows for soft landings and reactive take-offs with every step (read more about the technology here). On has also been making strides in creating a more sustainable product, and has shared their 2020 Impact Progress Report.
On’s ambassador team was previously referred to as the On Run Crew. For 2022, the program is receiving a refresh and will be referred to as the R/O/C Crew – since we Run on Clouds.
Photographer: Gophrette (2021)
On Cloudflow (US$ 139.99)
How do you become an On ambassador?
All potential ambassadors have to submit an application online through the On website. The application period is usually in January/February and is announced on On’s social media channels. The selected ambassadors are contacted in early March, and the ambassadorship runs for 1 year (from March to March). Each ambassador signs a written agreement that details all expectations.
While I am not involved in the selection process, I do know that On reviews every application that is submitted. They take this process very seriously! Since ambassadors represent the brand, they select individuals who are aligned with their brand values. It’s not just about how many followers you have, but the impact you have on your community. Read about On’s 5 spirits here.
For the 2022 ambassadorship, the application window is from January 14 to February 6, 2022. Click here for the application form!
What are the obligations of On ambassadors?
The main role of a brand ambassador is to represent the brand and to increase awareness of the brand and its products. With that in mind, there are a few requirements that On ambassadors have to fulfill. These are all detailed in the Member Agreement that is signed at the beginning of the ambassadorship, but here are some of the highlights of the 2021 expectations:
Post 2 in-feed posts and 2 stories a month across social channels, using specific hashtags
Participate in 5 Campaigns every year (more on Campaigns below)
Participate in 3 On events (in person or virtually) every year
Refrain from promoting any brands/products that are in direct competition of On
Do On ambassadors get free gear?
Yes!
Ambassadors receive two kit packages every year: a starter kit at the beginning of the ambassadorship, and a replenish kit later in the year (usually around August). The exact contents of the kits vary, but typically include at least the following:
Running shoes
T-shirt
Tank top
Shorts
Socks
The kits are supplied using a promo code, which means that each ambassador is responsible for choosing the style, colour, and size of each product and placing their order. Ambassadors are subject to the same stock availability as other online shoppers.
On Cloudboom (US$ 199.99)
Do On ambassadors get paid?
No.
Brand ambassadors are not the same as sponsored/paid athletes. We are just ordinary people, with extraordinary enthusiasm.
Do On ambassadors get a discount?
Yes!
On ambassadors are given 5 30% off coupons to use at the beginning of their ambassadorship in March, and these get refilled in August. These personal codes can be used on almost anything in the online store, except some limited-edition products. These codes can technically be shared with friends and family, but most ambassadors do so sparingly. There is no purchase minimum or maximum for the codes, so some ambassadors load up to make the most out of each code.
Can On ambassadors give discounts to others?
Yes!
In addition to the personal discount, ambassadors have access to a 20% off code for others to try On for the first time. We call them our “TryOn” codes! The purpose of these codes is to encourage customers who are unfamiliar with On to try out some new gear. These codes can only be used once per customer and are given at the discretion of the ambassador. To reduce abuse of the codes, we are not allowed to share these publicly, like in a blog post or on social media. If you are curious about On products but are on the fence, try striking up a conversation with an ambassador (like me!) and they may be willing to share their code with you! We love talking about running shoes, and would be happy to help you choose one that will suit your needs.
On encourages everyone to shop locally rather than buying products online. We do our best to help you choose the right shoe, but nothing can replace the experience of trying the shoes on in person. Plus, we are all about supporting our local independent run shops.
Photographer: Gophrette (2021)
Can On ambassadors earn more gear?
Yes!
There are three ways to get more free gear:
The Incentive Referral Program
Campaigns
Organizing/participating in special events
The Incentive Referral Program is directly linked to the number of customers an ambassador refers to online sales. This is tracked through the use of the 20% off codes, as well as clicks on a tracked referral link. Each successful sale counts as 1 referral. Free gear is awarded using a tiered system based on the number of referrals. For example, in 2021 the Tier 1 reward was a pair of socks and a beanie after hitting 7 referrals, and the Tier 6 (50 referrals) reward was a pair of shoes. These rewards are fulfilled 3 times a year, and ambassadors can track their progress using an online team portal.
Campaigns are shared with the team throughout the year and are used to promote new products, events, and the On spirits. Ambassadors post information about these campaigns to their social media (Instagram, Facebook, or Twitter). Similar to the Incentive Referral Program, there is a tiered system for campaigns which means that the more you participate the more gear you can earn. Ambassadors are not obligated to participate in all campaigns, which I appreciate; I can pick the ones relevant to my audience or that align best with my voice.
Ambassadors can earn more gear by organizing/participating in special events. This is done on a case-by-case basis and has to be agreed upon in advance by On. For example, some ambassadors in my local area helped organize an in-person event to promote the release of the CloudX shoe and we were given a free pair of shoes as a thank you for our efforts.
What is the best part about being an On ambassador?
I saved the best perk for last: We get to be a part of an incredible community.
I became an On ambassador at the beginning of the COVID-19 pandemic, and I am so grateful to have had the support of other like-minded people through it. There is a closed Facebook group where we can share feedback or ask questions about different gear; whenever a new shoe or apparel piece drops, there is usually at least one person who has tried it out. We can equally reach out to the brand’s Tech Reps with our technical questions. There is also no limit to the support we give each other (fire emoji! fire emoji!) as we work towards our running goals or when we’re just surviving life in general.
There are ambassadors across the world, and I am lucky enough to be a part of the Quebec crew. I was inspired by the crew to start trail running this year, and I completed my first ultra-marathon with them cheering me on. We have become a family joined by our love for running.
Photographer: Gophrette (2021)
My favourite gear
Road running: On Cloudflow (US$ 139.99)
Available in men’s and women’s sizing. True to size. Also available in wide.
Cross-training: On CloudX (US$ 139.99)
Available in men’s and women’s sizing. True to size.
Trail running: On CloudUltra (US$179.99)
Available in men’s and women’s sizing. I recommend ordering a half size up.
Top: On Performance-T (US$ 79.99)
Available in men’s and women’s sizing. True to size.
Shorts: On Sprinter Shorts (US$ 69.99)
Available in women’s sizing. True to size.
Socks: On High Sock (US$ 21.99)
Available in men’s and women’s sizing. True to size.
This is not a sponsored post! As always, I provide my real opinion on the products being reviewed. This post contains affiliate links, which means that if you make a purchase I will make a small commission at no cost to you.
