ON’s “Soft Wins” Campaign: How Elmo and Cloudsurfer 2 Are Redefining Running Culture

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The world of running is often portrayed as a relentless grind. Early morning alarms, punishing workouts, and an obsession with personal bests have become the norm. But what if running didn’t have to be that way?

ON, the Swiss sportswear brand known for its innovative footwear, is flipping the script with its new campaign: Soft Wins. Featuring none other than Sesame Street’s Elmo, the campaign invites runners to embrace a gentler, more balanced approach to their sport.

And with the launch of the Cloudsurfer 2, one of ON’s softest and most comfortable running shoes to date, Soft Wins is more than just a mindset—it’s a movement.

Let’s dive into how ON is challenging the intensity-driven culture of running and why softness might just be the key to stronger, happier runners.

The Rise of “Soft Wins”: A Shift in Running Culture

Running has long been associated with grit, discipline, and pushing through pain. From marathon training plans to HIIT sessions, the message is often clear: harder is better. But ON’s Soft Wins campaign presents a refreshing counterargument.

Instead of glorifying suffering and obsession, Soft Wins encourages runners to:

• Celebrate small victories, like getting out the door for a run.

• Find joy in the process, not just the pace or distance.

• Prioritize community and connection over competition.

This isn’t about slacking off—it’s about recognizing that running can be enjoyable, rewarding, and sustainable when we ease off the pressure.

Why Elmo? The Power of Playfulness

Choosing Elmo as the face of the campaign wasn’t just a quirky marketing move—it was a strategic decision.

Elmo represents curiosity, joy, and the simplicity of enjoying the moment. His playful, relatable persona aligns perfectly with the Soft Wins philosophy: running doesn't always have to be about breaking records. Sometimes, it can just be about feeling good.

Elmo’s Role in the Campaign:

• Light-hearted, humorous social media content.

• Video spots where Elmo talks about the joy of small victories.

• Playful reminders to runners that slowing down is okay—and even beneficial.

By partnering with such an iconic, universally loved character, ON delivers its message in a way that resonates with runners of all ages.

The Cloudsurfer 2: A Shoe Built for Soft Wins

Of course, Soft Wins isn’t just a clever slogan—it coincides with the launch of the Cloudsurfer 2, ON’s newest, softest running shoe.

The Cloudsurfer 2 embodies everything the campaign stands for: comfort, balance, and effortless performance.

Key Features of the Cloudsurfer 2

• CloudTec Phase™ Technology:This next-gen midsole design offers a smooth, cushioned ride. Each step feels soft and effortless, reducing the impact on joints and enhancing comfort.

• Updated Helion™ Foam:ON’s proprietary foam blend provides a plush yet responsive feel, perfect for easy runs or long recovery sessions.

• Breathable Upper:The engineered mesh upper ensures breathability and support without constricting the foot.

• Sustainable Materials:As part of ON’s ongoing commitment to sustainability, the Cloudsurfer 2 incorporates recycled materials in its construction.

Who Is It For?

The Cloudsurfer 2 is ideal for:

• Runners who prioritize comfort over speed.

• Athletes looking for a recovery shoe after hard workouts.

• New runners who want a soft, forgiving ride as they build consistency.

The shoe isn’t about chasing PRs—it’s about helping runners rediscover the simple pleasure of movement.

Why Softness Matters in Running

The Soft Wins campaign taps into a growing trend in the fitness world: the shift from punishment to mindfulness.

For years, phrases like “no pain, no gain” and “run until it hurts” have dominated running culture. But research increasingly shows that this mindset can lead to burnout, injury, and disillusionment.

The Science Behind Soft Wins

1. Injury Prevention:High-impact training without adequate recovery is a recipe for stress fractures, tendonitis, and chronic pain. Softer shoes like the Cloudsurfer 2 and a more balanced approach to running can reduce these risks.

2. Mental Health Benefits:A 2022 study from the Journal of Sports Psychology found that runners who focused on enjoyment and community reported higher motivation and lower stress levels compared to those chasing performance goals alone.

3. Longevity in the Sport:Runners who adopt a sustainable, enjoyment-first mindset are more likely to stick with the sport for years, if not decades.

Soft Wins isn’t about giving up ambition; it’s about recognizing that running can be both enjoyable and effective when we ease off the gas sometimes.

Soft Wins in Action: How Runners Are Embracing the Movement

Since the campaign’s launch, runners around the world have shared their own Soft Wins moments on social media.

Examples include:

• A father and daughter running a slow, chatty mile together.

• A runner celebrating their first run in weeks after recovering from an injury.

• Entire running groups organizing Soft Wins Saturdays—easy runs where pace doesn’t matter.

One runner, Sarah T. from Chicago, shared:"I used to feel guilty if I didn’t run fast or long enough. Now, I lace up, put on my Cloudsurfers, and just run for fun. It’s been a game-changer."

The Marketing Genius Behind Soft Wins

The collaboration with Sesame Street’s Elmo is more than just cute marketing—it’s a smart, strategic move that speaks directly to our collective craving for simplicity and joy.

Why It Works:

1. Nostalgia Factor:Elmo evokes childhood memories, reminding adults to bring a sense of playfulness into their workouts.

2. Accessible Messaging:The phrase Soft Wins is simple and universally relatable. Whether you’re a seasoned marathoner or a casual jogger, you get it instantly.

3. Timely Counter-Narrative:In a time when burnout is a hot topic across industries, ON’s message of gentleness feels refreshing and needed.

By pairing a high-performance product with a fun, light-hearted message, ON makes running feel less like a task and more like a treat.

Soft Wins: More Than Just Marketing

While the Soft Wins campaign may seem like a clever marketing initiative, it reflects a larger cultural shift in fitness. For years, performance has been the primary focus in the running world. ON’s campaign serves as a reminder that movement, joy, and connection matter just as much as speed and distance.

Simple Ways to Embrace Soft Wins in Your Running Life:

• Celebrate the Little Things: Got out of bed for a run? That’s a win.

• Run Without a Watch: Occasionally leave the GPS at home and run based on feel.

• Prioritize Recovery: Soft surfaces, recovery shoes like the Cloudsurfer 2, and easy days aren’t lazy—they’re essential.

• Run with Others: Community runs, even at a slow pace, can reignite your passion for the sport.

The Verdict: Why Soft Wins Matter

In a sport often defined by numbers—pace, distance, heart rate—Soft Wins reminds us of the human side of running. It’s about lacing up, heading out, and savoring the moment.

And with Elmo’s joyful encouragement and the Cloudsurfer 2’s unmatched softness, ON is giving runners permission to slow down, smile more, and remember why they fell in love with running in the first place.

So, the next time you feel the pressure to push harder, faster, longer—take a breath. Go for a run. And celebrate your Soft Wins.

FAQs

1. What is the Soft Wins campaign?Soft Wins is ON’s new campaign encouraging runners to embrace a more balanced, enjoyable approach to running instead of focusing solely on performance.

2. Why did ON partner with Sesame Street’s Elmo?Elmo represents playfulness, joy, and simplicity—values that align perfectly with the Soft Wins philosophy.

3. What makes the Cloudsurfer 2 different from other running shoes?The Cloudsurfer 2 features ON’s CloudTec Phase™ technology, providing a smoother, softer, and more comfortable ride than its predecessors.

4. Is the Cloudsurfer 2 only for beginners?Not at all. While it’s great for new runners, experienced runners will appreciate its comfort on recovery days.

5. Where can I buy the Cloudsurfer 2?The Cloudsurfer 2 is available on ON’s website and at select running retailers worldwide.