ON Squad Race Toronto
OBJECTIVE:
Create a high-energy, team-based, single-elimination running competition that brought together Toronto’s run community — combining the intensity of race culture with the accessibility of a grassroots community event.
Reinforce On’s brand positioning within performance running while creating a culturally relevant moment in the city.
EXECUTION:
Produced and branded a one-night rooftop takeover in a downtown Toronto parking garage — transforming a raw urban space into a fully functioning competition venue.
⟢ Full production management
⟢ Rooftop transformation & branded environment
⟢ Team coordination format execution
⟢ Vendor & logistics management
⟢ Onsite event flow & timing
⟢ Rapid 1-day load-in and overnight teardown
⟢ Operating with no existing event infrastructure
RESULTS:
60 competing teams
800+ attendees
1-night urban takeoverStrong organic social sharing
Viral community-driven content
Elevated On’s presence within Toronto’s run culture
KEY TAKEAWAYS:
Executed full-scale event production with a 1-day load-in and overnight teardown in a raw rooftop environment with zero built-in infrastructure.
Turned a non-traditional venue into a high-impact branded competition experience.
Built authentic connection through competitive format, team participation, and organic content amplification.
