On And Elmo Team Up To Inspire Runners To Not Be So Hard On Themselves
14 February 2025
On have launched SOFT WINS, a bold campaign created to challenge the high-intensity mindset of running, a dominant theme across the sportswear industry. With SOFT WINS, On has created a campaign featuring Sesame Street’s Elmo that aims to inspire runners with the idea that a softer, more balanced approach can be just as powerful—whether that’s through celebrating personal milestones, enjoying the ritual of running, or connecting with friends and community. The campaign also marks the launch of the Cloudsurfer 2, one of On’s softest-ever running shoes.
Rooted in a deep connection to run culture, On and its world-class athletes believe winning is about more than just pushing through intensity. SOFT WINS celebrates the idea that personal victories can be found anywhere, encouraging runners to explore both intense and gentler approaches to running without being hard on themselves.
The SOFT WINS campaign launched, February 13, 2025, with the Cloudsurfer 2 and Spring/Summer 2025 Run Collection available at on.com and in On retail stores worldwide.
