• by Sarah Mahoney  @mahoney_sarah, February 18, 2025

Plenty of people think running is supposed to be hard. Elmo, perhaps "Sesame Street’"s cuddliest monster, disagrees. The beloved character stars in “Soft Wins,” the new campaign On Running is rolling out to launch Cloudsurfer 2, reportedly its softest shoe ever, while encouraging runners to dial down their intensity.

The Zurich-based company hopes to inspire runners with the idea that a softer, more balanced approach can be just as powerful as a “run harder” mindset. The campaign also aims to focus on how running connects friends and builds community.

“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 CMO, in the announcement. “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.”

On worked with filmmaker Daniel Wolfe and photographer Samuel Bradley to create the effort.

The new initiative builds on the recent Super Bowl spot, which paired Elmo with tennis great Roger Federer, and comes as On continues to outpace rivals like Nike, Adidas and Under Armour.

Apparel is part of the new launch, including performance tights, shorts and T-shirts, and an Endurance Bra and Climate Shirt, all crafted to be as soft as possible. The collection is the latest sign of On's ambition to expand its offerings and intensify marketing efforts.

In a recent presentation for investors, company executives said they’ve doubled brand awareness in the last year, rapidly expanding wholesale relationships around the globe. In the most recent quarter, sales soared 32%. On expects a similar increase when it reports results next month.

“We've brought innovation to the market that no one expected and that the industry hasn't seen before,” Caspar Coppetti, co-founder and executive co-chairman, said in a recent presentation to the ICR Conference. “We’re bringing more sustainability in our manufacturing technology, and we're bringing more performance.”

That’s led to the ability to tap into younger consumer segments. Stronger demand enables the company to escape the trap of promotional pricing over the holidays.

“Last year was a defining year for us, and we are super-happy that we can now build on that awareness in 2025,” said Coppetti.

Even as the company adds wholesale partners, retail is becoming increasingly important, he said, and the company is on track to open 20 to 25 new stores per year.

“About one-third of our team is now in retail, and we have to learn a lot about building stores most cost-effectively,” he said. “What's the layout of the stores? How do we merchandise them?”

Whether in wholesale or direct-to-consumer, the strategy is the same: “We want to be the most premium sportswear brand, driven by performance, design and sustainability.”

Building on the connection to run culture – as with the Elmo campaign – is a part of that plan. “We are currently the No. 3 brand in the U.S. in the run specialty field,” he said. “We're not going to stop before we're the No. 1.”