On's latest innovation, its Light-Spray technology, is redefining the future of performance...
On has been "on" top of their game when it comes to marketing. From teasing revolutionary performance running sneakers, to building an avenger-like ambassador network featuring Zendaya and Roger Federer, On has put their foot on the gas expanding their market share - taking valuable percentages from Nike, Adidas, and Under Armour.
To separate themselves from their competition, On launched their newest marketing SOFT WINS to embrace community, small wins, and the fun challenges that come with running. Despite going all-in on an unconventional strategy, On's marketing campaign has paid off, capturing the attention of millions during their Super Bowl LIX launch. However, On missed one key piece to their SOFT WINS, preventing them from gathering even more market share from the sportswear giants. So what happened?
This article breaks down On's SOFT WINS marketing campaign, and the missing piece separating them from millions in revenue.
Why SOFT WINS Works
On's SOFT WINS was carefully crafted to not just 'wow' their new and existing customers, but to, more importantly, to set a polarizing standard on their messaging, going against the grain from their competitors. Here are the winning pieces to On's SOFT WINS marketing gauntlet.
Incredible Introductions ft Elmo and Roger Federer
The first video in a marketing campaign acts as a first impression that can either make or break the entire project. On nailed their first impression here by not only debuting during the biggest sporting event of the year, but also associating a face to the campaign - Elmo.
Elmo was an unconventional choice, but pairing him with On athlete and tennis superstar Roger Federer created an unexpected but engaging duo, akin to a new-age Batman and Robin.
“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.” - Sesame Workshop’s SVP, Global Strategic Partnerships and Themed Entertainment Jen Ahearn
Podcast Presence ft Rich Roll
Elmo starred in all of On's deliverables for their SOFT WINS marketing campaign, but the crown jewel was Elmo's appearance on Rich Roll's podcast, which broadcasts to over 1.42 million subscribers.
In this podcast episode, Rich asked Elmo what 'SOFT WINS' meant to him. He replied,
"Well for Elmo, it means having fun! You know, when you're running around with friends, playing tag, and then you bring it in for a great, big group hug." - Elmo
The podcast would proceed to Elmo in full character, doing everything from messing with the microphone, asking humorous questions, to even suggesting tacos and smoothies for lunch. On and Rich Roll truly made this a must-see marketing clip.
Streamlined Social
On didn't shy away from their SOFT WINS social presence. By leveraging their Instagram page, Roger Federer's, and Elmo's to promote SOFT WINS, they casted their marketing net to over 15 million followers. The campaign also extended to On's X and LinkedIn, generating additional engagement from hundreds of thousands of followers.
Doubled-Down on Campaign and Corporate Messaging
On's greatest risk turned into their greatest award - straying from running circles' "in it to win it" messaging to a lighthearted, well-resonated tone. SOFT WINS challenges intensity with integrity and inclusion, creating one of the most polarizing marketing campaigns in 2025.
“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.” - On Chief Marketing Officer Alex Griffin
This new approach to running has millions inspired to pick up running once again, ditching the sweat-intensive workouts for leisurely, at-your-own-pace runs with friends and family - creating a much stronger knit between On and their audiences: a monumental achievement that most sportswear companies fall short of.
The Missing Piece to On's Marketing Masterclass
The purpose of the SOFT WINS marketing campaign is more than just to resonate and believe their soft, positive messaging - it's to purchase their new Cloudsur- ...
Sorry, it hasn't come out yet.
On paired their SOFT WINS campaign with the debut of their softest running shoe ever, the Cloudsurfer 2, set to release in Spring/Summer 2025.
Despite creating arguably the best marketing campaign in the company's history, they leave their audiences on the ultimate cliffhanger - having their marquee product unavailable during their launch. Fortunately for On, they still have time to recover and create the most memorable campaign, and here is how they should do it.
Elmo: The Reviewer, Runner, and Runway Model
After SOFT WINS debuted February 13th, it was clear that Elmo was a major hit. So, what better way to revive their marketing campaign then the bring him back and have him review and show off On's Cloudsurfer 2?
To do this, On should revisit Rich Roll's podcast and have Elmo review the Cloudsurfer 2 with him, discussing the sneaker's design, structure, and benefits. This segment should then transition Elmo and Rich Roll running together, whether on a treadmill or outside, to test the sneaker's durability, comfort, and looks for the all-in-one sneaker review.
Finally, Elmo would then return to Roger Federer to show off his new shoes. This does two things: one, it gets the audience's attention since Elmo never wears shoes; and two, to seamlessly integrate Elmo's educational background to learning about On's Cloudsurfer 2. Of course, this is all hypothetical; but one thing is for certain - Elmo is the answer to SOFT WINS and repairing the cliffhanger.
Conclusion
On is taking over the running scene with their SOFT WINS marketing campaign, and seek to take more market share from running and sportswear brands. The Swiss-running brand is taking over American markets with their polarizing marketing plans and unique selection of influencers, like Elmo. Will On's SOFT WINS campaign ride the wave long enough for their customers to be excited for the Cloudsurfer 2s? Only time will tell. However, if On is reading this, they now have a blueprint to take their campaign to the next level - now let's see if they implement it.
About the Author
Nick Jelderks is the Founder & Digital Marketing Director of Triple JJJ, a media company documenting the marketing of sports and culture. With 35+ marketing case studies generating more than 275,000 impressions within the past year, Jelderks has emerged as a thought-leader, continually disrupting the marketing and media space with industry-leading deliverables.
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