Soft Wins with Elmo

Sportswear brand and Sesame street favourite challenge go-hard’ mentality of running in spot from Flower Shop and Love Song director Daniel Wolfe

On launches 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.

“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 non-profit behind Sesame Street, known for inspiring positivity and joy through its beloved characters. As a 3½-year-old monster with an irresistible curiosity and cheerful demeanour, Elmo embodies the values of SOFT WINS with his kindness and positive outlook. His natural ability to engage others and inspire self-compassion and balance makes him the ideal voice for the campaign.