The new campaign and collection mark a significant strategic shift. Oner Mode is Oner Active’s first out-of-home advertising campaign. A notable departure for a brand that built its following almost entirely through community-led marketing, featuring micro influencers and everyday fans, rather than celebrities or professional models.
Lori Harvey, daughter of comedian Steve Harvey, is the first face of a new ongoing series, spotlighting women who embody the brand’s core values of confidence, discipline, individuality, and presence.
Can Celebrity Sell to a Community Brand’s Crowd?
Oner Active’s grassroots approach earned it a fiercely loyal customer base. Some observers are now asking whether swapping it for a high-profile ambassador model could put that community at risk. A celebrity-fronted billboard campaign is a different proposition to the relatable, fan-driven content that made Oner Active what it is.
The product itself has also raised eyebrows. The Day-to-Night Capsule that Harvey wears in the campaign leans into lifestyle and loungewear aesthetics – a noticeable step away from the performance-focused, functional weightlifting clothes the brand was built on.
Some online commentators have speculated the new direction is less about community and more about filling shelves. With a flagship New York store due to open before the end of 2026 and many more locations planned within 24 months, Oner may need a broader, more lifestyle-oriented product range to sustain physical retail.
Stores, scale-ups and a 24-month plan
Founded by Krissy Cela in 2020 after building her audience as a personal trainer and fitness content creator, Oner Active has scaled rapidly through direct-to-consumer online sales. That changed this year. The brand has signed a 10-year lease for its first permanent store at 0 Bond Street in Manhattan’s NoHo district, with renovation underway and an opening targeted before the end of 2026. Crucially, the brand has no physical retail presence in its home UK market – the New York first strategy follows demand rather than geography, with the US its largest market and New York its biggest city.
The NoHo address places Oner Active alongside Gymshark’s US flagship – which opened on the same street in December 2025 – and Lululemon Lab, forming a concentrated corridor of DTC activewear challengers. The New York store is designed as a replicable prototype, with Cela stating plans to open many more locations within 24 months.
A New Look for a New Chapter?
Oner Mode sits squarely within this broader ambition. The cultural series is designed to spotlight women who live and move on their own terms, with Harvey fronting the debut campaign in Oner’s new Day-to-Night Capsule. Luxury-inspired colorways in its bestselling SoftMotion fabric alongside the newly launched Formesoft fabrication are designed to transition from training into everyday life.
As such, the capsule includes bandeau vests, a bomber jacket, and a racer back dress. Not the traditional lifting attire.
For a brand testing whether its community-to-commerce model translates from screen to storefront, the new capsule and expanding product range it is a timely statement of intent.
The campaign was teased on Instagram using Harvey’s signature catchphrase, “You are the prize” – a line that neatly encapsulates what the British activewear brand is trying to say with the series.
The Day-to-Night Capsule is available now at oneractive.com.
About Lori Harvey
Lori Harvey is an American model, actress, socialite and entrepreneur, and the adopted daughter of comedian Steve Harvey. Signed to IMG Models, she has fronted campaigns for Dolce & Gabbana, Burberry and Michael Kors, and in 2021 founded her own skincare company, SKN by LH. She has 4.6 million Instagram followers and her TikTok channel has accumulated 13.6 million likes to date.