Elmo and On Running Show Us How To Embrace Softness
The new “SOFT WINS” campaign also marks the launch of the brand’s softest shoe — the Cloudsurfer 2.
Athletes are often driven by the “go hard” mentality, but what if that’s not always the best approach? What if we celebrated the “SOFT WINS”? That’s the focus of On‘s latest campaign, encouraging athletes to adopt a more balanced and thoughtful mindset.
Rather than pushing through at full speed, the campaign encourages runners to honor personal milestones, embrace the running experience and build connections within their communities. After all, sports should nourish both the body and mind — something that’s often overlooked when the pursuit of success leads to stress.
To enforce this positive statement, On partnered with Sesame Workshop — the nonprofit behind everyone’s favorite childhood television series, Sesame Street. Teaming up with filmmaker Daniel Wolfe, the trio created a film to challenge the idea that success must come from struggle. The result is an emotionally moving exploration of success achieved with balance and kindness.
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“As a performance-driven brand, we wanted to challenge the idea that success in running is defined by intensity alone,” shares Alex Griffin, On’s Chief Marketing Officer. “Who could embody the spirit of softness? Elmo, of course. 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.”
The campaign also marks the debut of On’s Spring/Summer 2025 Run collection, featuring the Cloudsurfer 2 — one of its softest running shoes ever.
Click the gallery for a sneak peek at the film stills and head to the brand’s website to purchase the SS25 Run collection.
