On Debuts Cloudsurfer 2 Sneaker With New Elmo Campaign Encouraging Runners to Celebrate ‘Soft Wins’
Following its much talked about Super Bowl commercial on Sunday, On is back with Sesame Street’s Elmo for a new campaign aimed at empowering runners of all skill levels.
Called “Soft Wins,” the Swiss athletic company describes the new ad spot as “Elmo challenging the ‘go-hard’ mentality of running” with the goal to “inspire runners with the idea that a softer, more balanced approach can be just as powerful.”
On said that it teamed up with filmmaker Daniel Wolfe to create the campaign’s hero film that aims to blend documentary-style visuals with Elmo’s playful energy. On noted that the film aims to showcase “genuine run culture” and to challenge the idea that success must stem from struggle, with Elmo sparking thoughtful conversations through gentle questions like, “Elmo likes soft. Could that win?” Candid stills by photographer Samuel Bradley accompany the film.
“As a performance-driven brand, we wanted to challenge the idea that success in running is defined by intensity alone,” Alex Griffin, chief marketing officer at On, said in a statement. “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.”
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To bring this message to life, On added that it has collaborated with Sesame Workshop, the nonprofit behind Sesame Street.
“Sesame Street is committed to empowering the young and young-at-heart with strategies to help build resiliency and promote emotional well-being,” Jen Ahearn, senior vice president of global strategic partnerships and themed entertainment at Sesame Workshop, added. “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.”
In addition to the campaign, On is debuting its new Cloudsurfer 2 sneaker. Described by the company as its “softest-ever running shoes,” the style features CloudTec Phase technology, a computer-optimized midsole that allows each “cloud” to collapse sequentially, creating a smooth, rolling sensation with every step. The new sneaker also features a breathable, engineered mesh upper and a durable outsole for impact absorption.
The new Cloudsurfer 2 sneaker will launch in tandem with the campaign on Thursday in several colorways, including glacier/ivory and glacier/limelight as featured in the campaign. The shoe will launch alongside On’s spring/summer 2025 run collection of apparel.
This latest campaign follows On’s Super Bowl commercial that starred Roger Federer alongside Elmo. The spot showed Federer and Elmo playfully clearing up any confusion around On’s brand name and logo in a “memorable way.”
