The Swiss brand has created a brilliant campaign to challenge the high-intensity mindset in running—a dominant theme throughout the sportswear industry. With SOFT WINS, On partners with Elmo, one of the most famous characters from the TV show Sesame Street, inspiring runners to reflect on their relationship with the sport and highlighting how a softer, more balanced approach can be just as powerful. The campaign also marks the launch of the Cloudsurfer 2, one of the softest running shoes ever created by On.

“As a performance-driven brand, we wanted to challenge the idea that success in running is defined by intensity alone,” says 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 at the heart of SOFT WINS, we’re encouraging runners to embrace self-compassion, community, and personal growth.” To bring this message to life, On has collaborated with Sesame Workshop, the nonprofit behind Sesame Street, known for inspiring positivity and joy through its beloved characters. 

For SOFT WINS, On partnered with award-winning filmmaker Daniel Wolfe, known for his human-centric storytelling, to create a hero film blending documentary-style visuals with Elmo’s playful energy. Grounded in genuine run culture, the film challenges the idea that success must stem from struggle, with Elmo sparking thoughtful conversations through gentle questions like, “Elmo likes SOFT. Could that win?” Accompanying the film, candid stills by photographer Samuel Bradley, known for his bold and emotive style, highlight the message of community, well-being, and connection over intensity.

Integral to SOFT WINS is the launch of the Cloudsurfer 2, one of On’s softest-ever running shoes. Featuring CloudTec Phase® technology, its computer-optimized midsole allows each ‘cloud’ to collapse sequentially, creating a smooth, rolling sensation with every step.