Written by Kianna Best on Feb 26, 2025. Posted in General Interest

Elmo laces up for On’s latest Soft Wins commercial

In a groundbreaking collaboration, Swiss sportswear brand On has partnered with the beloved Sesame Street character Elmo to launch the Soft Wins campaign, challenging traditional notions of running and success. This initiative, unveiled on 13 February, advocates for a balanced approach to running, emphasising mental well-being and community connection over the conventional 'no pain, no gain' mentality.

 

 

The Soft Wins campaign questions the prevailing belief that success in running is solely achieved through intense, gruelling efforts. Instead, it promotes the idea that incorporating 'soft' elements—such as mindfulness, enjoyment, and social interaction—can be equally powerful. This perspective encourages runners to find personal victories in everyday moments, fostering a more sustainable and fulfilling relationship with the sport.

 

Central to this campaign is Elmo, the cheerful and curious 3 and a half-year-old monster from Sesame Street. Known for his kindness and positive outlook, Elmo personifies the 'Soft Wins' philosophy. In the campaign's short film, directed by Daniel Wolfe, Elmo playfully explores the concept of 'soft' in running, posing thoughtful questions that inspire deeper conversations about the nature of success and well-being. His involvement brings a relatable and heartwarming dimension to the campaign, appealing to a broad audience.

 

 

To bring the 'Soft Wins' philosophy to life, On is hosting community running events across Tokyo, including at their flagship store on Cat Street. These events offer runners an opportunity to experience the Cloudsurfer 2 firsthand and engage in group runs that prioritise enjoyment and social connection over competition. By facilitating these gatherings, On aims to build a supportive community that embraces a balanced approach to running.

 

“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.”

 

“Sesame Street is committed to empowering the young and young-at-heart with strategies to help build resiliency and promote emotional well-being. We’re thrilled to be a part of On’s campaign that encourages runners of all types to try their best, support each other, and celebrate everyday joys with friends, families, and the wider community.” says Jen Ahearn, Sesame Workshop’s SVP, Global Strategic Partnerships and Themed Entertainment.

 

 

The 'Soft Wins' campaign represents a significant shift in running culture, moving away from a singular focus on physical endurance and competitiveness. By integrating elements of joy, mindfulness, and community, On and Elmo are redefining what it means to succeed in running. This approach not only makes the sport more accessible to a wider audience but also promotes a healthier, more balanced lifestyle.

 

In an era where mental well-being is increasingly recognised as vital to overall health, the 'Soft Wins' campaign offers a refreshing perspective. It invites runners of all levels to celebrate the softer aspects of the sport, finding victory in moments of connection, self-care, and enjoyment. Through this initiative, On and Elmo are paving the way for a more inclusive and compassionate running community.

 

Images courtesy of On