ON presents SOFT WINS with Elmo from Sesame Street

On challenges the "no pain, no gain" mentality with SOFT WINS, a new campaign that defies the obsession with high intensity and celebrates a gentler approach to running. To take this message to a whole new level, the Swiss brand has chosen an exceptional ambassador: the mascot Elmo, the iconic character from Sesame Street. The red monster, with his sweetness and positive energy, becomes the perfect face for a campaign that encourages runners to embrace self-compassion and find victory in achieving personal milestones, in unique moments like running with friends or simply enjoying movement.

SOFT WINS is not just a philosophy. Along with the campaign featuring Elmo, On is also introducing the Cloudsurfer 2, one of the softest running shoes ever created by the Swiss brand. Thanks to CloudTec Phase® technology, the midsole adapts to every step, offering smooth and effortless cushioning. And to complete the look, the Run SS25 collection is also launching, designed to provide comfort and performance with breathable, soft-touch materials. The campaign, directed by Daniel Wolfe and captured through the sensitive lens of Samuel Bradley, delivers a powerful message: winning is not just about pushing beyond your limits, but also about listening to yourself, slowing down, and enjoying the journey.