On, the Swiss sportswear brand known for its innovation in running technology, has launched SOFT WINS, a campaign that transcends the conventional “push your limits” mentality. In an unexpected collaboration with Elmo, the beloved Sesame Street character, On presents a fresh and reflective take on running, challenging the belief that only intensity can define success
Words DOMENICO COSTANTINI
The partnership between On and Sesame Workshop, which birthed this campaign, goes beyond a mere advertising affiliation: it’s a statement that rejects the mantra of adrenaline and hyper-performance, embracing instead a more mindful and gentle concept of running. With Elmo at the heart of the campaign, On invites us to reflect on the power of softness, self-compassion, and the importance of community. The challenge to the traditional view of “giving it your all” isn’t a critique of performance but a call to explore new, more balanced horizons that are less focused on exertion.
At the core of SOFT WINS is the product that perfectly embodies this approach: the Cloudsurfer 2. With cutting-edge CloudTec Phase® technology, these running shoes offer unparalleled softness, redefining the concept of cushioning and comfort. Every step feels light and fluid, thanks to a sequence of “clouds” that adapt to the natural movement of the foot. The Cloudsurfer 2 isn’t just a running shoe; it’s a symbol of how comfort and performance can coexist without sacrificing efficacy. Available in natural and delicate colors like glacier/ivory and glacier/limelight, the Cloudsurfer 2 is designed for those who don’t just want to run—they want to do so with mindfulness and gentleness toward themselves.
