Swiss sportswear brand On has launched another campaign starring beloved Sesame Street character Elmo that contradicts the "go-hard" mentality often associated with running.
Titled "SOFT WINS," the effort aims to inspire runners to embrace a balanced and mindful approach to their sport, celebrating self-compassion and community.
This comes shortly after On's Super Bowl debut, where Elmo starred alongside tennis legend Roger Federer.
It also marks the launch of one of On's softest running shoes ever: the Cloudsurfer 2.
In a press release, On CMO Alex Griffin pointed out how Elmo is the perfect figure to convey a message of kindness, encouraging runners to find strength in gentleness and personal milestones.
Sesame Workshop SVP of Global Strategic Partnerships Jen Ahearn chimed in to highlight Sesame Street's goal of promoting emotional well-being:
"We're thrilled to be part of a campaign that helps people of all ages find balance and joy in their activities, especially with a brand like On that values both performance and softness."
By collaborating with Elmo, On reinforces its commitment to positive brand values, promoting self-love in a way that resonates across generations.
The brand partnership strengthens On’s emotional bond with consumers, strategically positioning it within a trusted cultural institution to enhance credibility.
Beyond expanding its reach, this collaboration also taps into nostalgia and authenticity — two powerful marketing drivers — fostering deeper consumer trust while seamlessly aligning with On’s brand ethos.
Introducing the Cloudsurfer 2
Designed with CloudTec Phase technology, the Cloudsurfer 2 delivers a smooth, cushioned ride that offers wearers a soft, rolling sensation with each step.
The shoe's breathable mesh upper and durable outsole provide impact absorption, ensuring both comfort and performance.
On's Spring/Summer 2025 Run Collection, also highlighted in the campaign, features soft-touch materials and moisture-wicking properties for maximum comfort.
Items like the Weather Jacket, Performance T, and Performance Shorts are all designed to ensure that runners feel confident and comfortable on their journeys.
"SOFT WINS" is the first chapter of a sustained marketing effort, with upcoming activations and global advertising placements.
Meanwhile, last month, On launched an artistic new campaign starring artist and musician FKA Twigs.
