Swiss brand On embraces high intensity with the SOFT WINS campaign, an initiative that invites runners to find balance between performance and well-being. Leading this message is Sesame Street’s Elmo, a symbol of kindness and positivity, starring in a narrative that celebrates self-compassion and the value of community.
The world of sports is often dominated by the rhetoric of maximum effort and struggle as the only path to success. With SOFT WINS, On presents an alternative vision: running shouldn’t just be an extreme challenge but also a moment of joy, growth, and connection with oneself and others. The project accompanies the launch of the Cloudsurfer 2, running shoes designed to provide smooth cushioning and a softer, more natural running experience.
Choosing Elmo as the face of the campaign was no coincidence. With his soft fur and ever-enthusiastic personality, the beloved Sesame Street character perfectly embodies the concept of gentleness and acceptance. «When we thought about who could represent the heart of our campaign, Elmo was the ideal choice,» said Alex Griffin, Chief Marketing Officer at On.
«We want to encourage runners to be kinder to themselves, and who better than Elmo to convey that message?” added Jen Ahearn, SVP of Global Strategic Partnerships and Themed Entertainment at Sesame Workshop. She emphasized how this collaboration aligns with the brand’s mission: “We aim to help people, both young and old, build resilience and promote emotional well-being. SOFT WINS celebrates the joy of movement and community—values we deeply share.»
The SOFT WINS message comes to life through a short film directed by Daniel Wolfe, known for his ability to tell authentic and human stories. The film blends documentary-style footage with playful moments featuring Elmo, challenging the notion that success in running only comes through hardship. Photographer Samuel Bradley crafted the visual storytelling, capturing images that highlight the importance of community and emotional well-being.
In addition to the film, the launch of SOFT WINS is accompanied by the release of the Cloudsurfer 2, running shoes featuring CloudTec Phase® technology, which ensures progressive cushioning and reduced impact with every step. The breathable mesh upper and durable outsole provide both comfort and high performance, with colors inspired by the lightness of movement.
The campaign also introduces On’s Spring/Summer 2025 Run collection, designed to combine softness and functionality. Key pieces include the Weather Jacket, the Performance-T, the Endurance Shorts, and the Climate Shirt, all made with lightweight, breathable materials.
Launched on February 13, 2025, the SOFT WINS campaign marks the beginning of a long-term project, featuring events and activations worldwide to engage the running community. The Cloudsurfer 2 and the new collection are now available on on.com and in On stores, ready to revolutionize the concept of running with a touch of softness.
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