Swiss performance sportswear brand On and its official distributor Mizzen have appointed creative experience agency LIGHTBLUE to lead brand experiences for the brand in the UAE. The appointment will see LIGHTBLUE work across On’s UAE activity, spanning brand campaigns, retail experiences and community activations as the sportswear brand continues to expand its presence in the market. The partnership has already seen LIGHTBLUE develop the launch programme for On’s first UAE store at Mall of the Emirates. Our role was to bring that vision to life through experiences that felt authentic to Dubai from the launch film and store opening to the community run. The account win comes as On continues to build its presence in the UAE, with further campaigns, retail experiences and community activations already in development between the brand, Mizzen and LIGHTBLUE.