During the recent Super Bowl, sports brand On launched a new advertising campaign featuring the legendary tennis player Roger Federer alongside the beloved Sesame Street character Elmo. Through a humorous approach, they captured the audience's attention while introducing the correct pronunciation of the brand's name, successfully generating widespread interest.
After this collaboration, Elmo and On are launching a new brand campaign called "SOFT WINS". This campaign aims to highlight the true essence of running, focusing not just on speed and victory, but also on the experiences and personal growth gained throughout the journey of running.
The concept of "SOFT WINS" aims to challenge the high-pressure environment prevalent in the sports world, advocating that runners should not be overly harsh on themselves and should learn to treat themselves kindly while enjoying the journey of running. This initiative is dedicated to breaking the stereotype that "victory can only be achieved through hard work," conveying the positive message that "softness does not equal compromise." Running doesn't always need to be about chasing extreme speeds; instead, it can be about embracing a comfortable pace, enjoying the joy of the process, and integrating the wisdom of balance—achieving true victory with ease.
