Swiss sportswear brand On and Sesame Street’s Elmo challenge the ‘go-hard’ mentality, empowering runners to embrace patience, self-love and community.
Swiss sportswear brand On released its latest campaign, “Soft Wins,” alongside pop culture icon Elmo of Sesame Street’s. The campaign encourages runners to embrace mindfulness, instead of focusing on high-intensity training and a “go-hard” mentality. Fittingly, the campaign also marks the launch of the Cloudsurfer 2, On’s ultra-soft running shoes.
Swiss sportswear brand On released its latest campaign, “Soft Wins,” alongside pop culture icon Elmo of Sesame Street’s. The campaign encourages runners to embrace mindfulness, instead of focusing on high-intensity training and a “go-hard” mentality. Fittingly, the campaign also marks the launch of the Cloudsurfer 2, On’s ultra-soft running shoes.
Softness also goes hard
As the name suggests, “Soft Wins” encourages runners to celebrate small milestones and take on a balanced approach to training. Channeling the softness and compassion message, television character Elmo, from Sesame Street, fronts On’s newest campaign.
“As a performance-driven brand, we wanted to challenge the idea that success in running is defined by intensity alone,” shared Alex Griffin, On’s Chief Marketing Officer. “When thinking about who could embody the spirit of softness, Elmo and his kindness and compassion – not to mention his soft, red fur – immediately came to mind. With Elmo, we’re encouraging runners to embrace self-compassion, community, and personal growth.”
“Don’t be so hard on yourself”
Award-winning filmmaker Daniel Wolfe was responsible for the hero film accompanying the campaign. Mixing documentary-style visuals with Elmo’s playful energy, the video clip encourages runners to prioritize emotional well-being and reinforce running culture through community support and positivity.
Matching still images lensed by photographer Samuel Bradley and additional social media content featuring On ambassador Roger Federer complete the campaign rollout.
Soft Wins also served as the launch of On’s running shoe Cloudsurfer 2, featuring CloudTec Phase® technology. Considered one of the brand’s softest-ever products, the Cloudsurfer 2 boasts midsole tech that “allows each cloud to collapse sequentially, creating a smooth sensation with every step.” As shown in the campaign, the Cloudsurfer 2 is available in various colorways, from ivory to lime green.
Check out the campaign highlights below.
