Fast-growing premium Swiss sports brand On has linked up with world-class Kenyan athlete Hellen Obiri to “challenge traditional toughness in running” with the return of its Soft Wins campaign concept, “spotlighting softness as a strategy for resilience, recovery, and going the distance”.
The campaign launched Thursday and comes alongside the launch of the Cloudsurfer Max shoe, the label’s newest “max-cushioned shoe, built for high-mileage comfort and everyday performance”.
At the heart of the campaign is a film that follows On athlete and four-time world champion Obiri. This new chapter of Soft Wins “reframes how running is viewed, showing that softness — mentally, physically, and emotionally — helps athletes go further”.
We’re told she “challenges traditional ideas of toughness by showing that true strength comes not just from grit, but from recovery, connection, and inner calm — qualities that help runners like her endure and go the distance”.
The film offers a glimpse into the physical and emotional realities of competition and training. Blending race footage, training clips and quieter moments with fellow athletes, “it captures how small rituals and moments of pause can bring balance”.
As for the new Cloudsurfer Max, it’s engineered for high-mileage runs, and features a high-stack midsole, double-layered CloudTec Phase and a softer foam compound said to deliver an “ultra-smooth sensation, mile after mile”. Key design updates include a flat knit collar, new engineered mesh, and reworked eyestay construction — “offering improved lockdown, breathability and a sleeker silhouette”.
Campaign imagery showcases runners in motion wearing the shoe along with On’s updated performance apparel.
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