Hungry Man’s Richard Bullock directs a remarkable story “The Right to Race following the journey of a refugee turned rising running star, Dominic Lokinyomo Lobalu


The Right to Race – Cannes Premiere

Zurich, Switzerland – 21 June 2023: Marking its world premiere at the Cannes Lions International Festival of Creativity, Swiss sportswear brand On has launched The Right To Race, a powerful original documentary recounting Dominic Lokinyomo Lobalu’s remarkable journey from a stateless refugee to become an elite athlete. Released on World Refugee Day (June 20), the film also raises wider questions about the importance of identity, representation, and belonging, by celebrating and highlighting humanity’s untapped potential. 

What does it mean to have an identity – not just as an athlete but as a human? That’s the question that has propelled refugee and long-distance runner Lobalu from a war-torn region in South Sudan to the snow-filled slopes of Switzerland – where he is fighting for the right to race and represent his new country on the world stage.

About the film

Written and directed by award-winning filmmaker Richard Bullock in association with Hungry Man Productions, the new film deploys archive footage compiled from as early as 2017 to tell the story of Lobalu’s quest to represent Switzerland at the World Athletics Championships, where – despite being an elite competitor challenging the world’s best – he is currently excluded from official Refugee teams and has to wait up to 10 years before being eligible for citizenship in Switzerland.

The 30-minute film centres around the special relationship forged between Dominic and his Swiss coach, Markus Hagmann—a relationship born from a shared love of running. Lobalu’s struggle to be recognized by World Athletics as an international contender representing his home country takes centre stage as negotiations continue with the sport’s governing body.

The right to race
Dominic Lokinyomo Lobalu and his coach, Markus Hagmann

Never letting up the pace, the film deftly captures the disappointment, determination, and incredible physical prowess of an athlete who is at the top of his game – yet unable to compete. More than this, it challenges us to reconsider notions of national identity and belonging – powerful issues which were given a human face at the film’s premiere at Cannes Lions, personally attended by Bullock, Hagmann, and Lobalu himself. 

the right to race
L-R: Richard Bullock, Director of “The Right to Race”, Dominic Lokinyomo Lobalu and his coach, Markus Hagmann


The Right to Race is Bullock’s third collaboration with On, having written and directed the brand’s previous short films including RUN: The Athlete Refugee Team Story and the award-winning animated production Black Ice. A writer/director whose longform films have run on the National Geographic Channel, Eurosport and the BBC, Bullock built up an award-winning legacy in advertising before focusing on directing full time. He was a former Executive Creative Director at 180 Amsterdam and worked with leading agencies such as Chiat/Day/Mojo, Hunt Lascaris TBWA, Cliff Freeman & Partners, and Lowe Howard Spink. 

Richard Bullock, Director, The Right to Race.

Richard Bullock, director, says: “The Right to Race is largely a story about the trials and tribulations of a refugee athlete. It’s also a touching story of how a growing friendship can persevere and, as a united front, never give up the fight. We were also glad to capture the innermost thoughts and feelings of those who represent World Athletics as a compelling juxtaposition on how the sport’s authority views and responds to the plight of Dominic, as a refugee, trying to claim his identity not just as an athlete but as a human.”

Feliciano Robayna

Feliciano Robayna, the film’s Executive Producer and Global Head of Sports Marketing at On, adds: “The Right to Race is a captivating story of unwavering grit and charisma that personifies the enduring human spirit. We have been following Dominic’s journey from his origins to his new home and life as a leading athlete in Switzerland. Despite all the setbacks, he has grown to become one of today’s most respected competitors on the world stage. His story is not only about competing and making it to the top but also about representation and belonging. His dreams will undoubtedly come true, thanks to his belief in himself and the support of those around him.”

Dominic Lokinyomo Lobalu, athlete, says:

“I was born in South Sudan in a  small village called Chukudum. When the war started we lost everything. We lost our parents. At nine years of age I was forced to run away from my country to Kenya to look for a better life. Because I was the only boy in my family, my sisters didn’t have a chance to go to school. They are all looking to me. So they have all their hope in me.” 

Alongside its world premiere at Cannes Lions, The Right to Race was broadcast in 53 countries on Eurosport 1 on World Refugee Day during Prime Time. The film will also be shown during relevant sporting events, such as the World Athletics Championships 2023, and available on Discovery+ streaming services throughout Europe.

Produced by On and Hungry Man Productions, The Right to Race can now be seen at http://righttorace.com .

About On

On was born in the Swiss Alps with one goal: to revolutionize the sensation of running by empowering all to run on clouds. Thirteen years after market launch, On delivers industry-disrupting innovation in premium footwear, apparel, and accessories for high-performance running, outdoor, and all-day activities. Fueled by customer recommendation, On’s award-winning CloudTec® innovation, purposeful design, and groundbreaking strides in sportswear’s circular economy have attracted a fast-growing global fan base — inspiring humans to explore, discover and dream on.

On is present in more than 60 countries globally and engages with a digital community on www.on-running.com 


Jessica Hartley



Written and directed by 

Richard Bullock

Director of Photography 

Robert Farley

Production company

Hungry Man

Executive Producers

Feliciano Robayna (client, On)

Matt Buels


Hannah Stone

Gessica Giulini (client, On)

Production Assistant 

Sophie Campbell

Additional camera

Guillaume Laurent

Peter Eastgate

Jordan Maddocks

Luke Scully

Richard Bullock


Peter Barton

Philip Horn

Assembly Editor

Liam Riley

Assistant Editor

Harry Learoyd

Post Production 

The Editors

Executive Post Producer

Nicoletta Rousianos

Post Production Supervisor

Grace Rouvray

Music and Sound

Heckler Sound


Dustin Lau

Sound Supervisor

Bonnie Law

Music Editor

Johnny Green

Re-Recording Mixer

Dave Robertson

Sound Editor

Nick Keate

Sound Assistant

Jack Okeby

Title Animation

Machines of Loving Grace

Brett McManus


Matt Fezz

Assistant Colorist

Sam Holman


Matt Edwards

PR Team

Elliott Stares ESPR 

Jessica Hartley For the RIght Reasons

Official Diamond League Competition Images

Courtesy of IMG


Dominic Lokinyomo Lobalu

Markus Hagmann

Fabian Weiderkehr

Guillaume Laurent

Marc Spescha

Jackie Brock- Doyle

With thanks to 

World Athletics


The Hagmann Family

Tom Frischknecht

Jackli and Seitz

Delphine Maiarelli

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