On, a Swiss running brand, has launched a campaign dubbed 'Soft Wins' to make running more approachable. The Cloudsurfer 2 shoe embodies this shift, supported by initiatives like 'Soft Run Saturdays' in major cities, encouraging fun and easy-paced group runs. By inviting the community to share their 'soft wins,' On aims to appeal to new runners and combat the intimidation often associated with running. Their unique marketing strategy even includes popular characters like Elmo to foster a welcoming atmosphere, celebrating the growing diversity in the sport.
Running is hard and gritty, but On's new campaign, featuring the Cloudsurfer 2 and 'Soft Wins,' aims to redefine the sport's intensity and welcome more participants.
On has launched 'Soft Run Saturdays' encouraging easy, fun runs and has incorporated notable public figures like Elmo to connect with newer runners.
As running becomes increasingly popular, On targets the new, diverse running community through relatable messaging and initiatives that challenge traditional toughness in the sport.
The 'Soft Wins' campaign represents a shift towards a more approachable narrative around running, lightening the sport's image while encouraging participation from everyone.
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