Sourav Choudhary On’s latest campaign, starring Elmo, champions self-compassion in running, challenging the traditional “push harder” mentality with a message of balance.
In a unique twist on the competitive running narrative, Swiss footwear brand On has enlisted Elmo, the beloved Sesame Street character, to promote a new campaign centered on self-compassion. Titled Soft Wins, the campaign seeks to redefine the way runners view success, moving away from the relentless pursuit of performance and instead celebrating the value of softness and balance.
Launched just days after On’s high-profile Big Game debut, Soft Wins reflects a broader cultural shift towards mindfulness and mental well-being. The message is simple but powerful: “Elmo loves you!” Now, he wants you to love yourself, too. The campaign taps into growing awareness around burnout, encouraging runners to adopt a gentler approach—one where “soft” isn’t a weakness, but a strength.
The heart of the campaign lies in a documentary-style film, directed by Daniel Wolfe, which showcases the emotional and physical benefits of embracing a softer, more mindful approach to running. At the center of this film is Elmo himself, offering a tender message of encouragement: “Elmo likes soft. Could that win?”
By positioning self-compassion as the ultimate victory, On is shifting the focus away from performance metrics alone and towards mental resilience and personal well-being. As elite sports continue to place higher demands on athletes, On’s latest initiative highlights the importance of balance, showing that taking care of both mind and body can lead to greater success.
