Fresh off his regional Super Bowl ad for On, co-starring Roger Federer, Elmo from Sesame Street returns to head up a broader campaign for the sportswear brand—delivering the message that running might be more fun if it weren’t so intense.

“Soft Wins,” created by agency Flower Shop, features Elmo suggesting a more chill approach to running—through celebrating personal milestones, enjoying the ritual of running or connecting with friends and community. The campaign is tied to the launch of the Cloudsurfer 2, which On describes as one of its softest-ever running shoes.

Daniel Wolfe directed the film. There are also candid stills by photographer Samuel Bradley, focused on the message of community, well-being and connection over intensity.

“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,” said Alex Griffin, On’s chief marketing officer. “With Elmo at the heart of ‘Soft Wins,’ we’re encouraging runners to embrace self-compassion, community and personal growth.”

Sesame Workshop said it was drawn to the campaign’s message of promoting emotional well-being, which Elmo represents as well.

“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,” said Jen Ahearn, the company’s senior VP of global strategic partnerships and themed entertainment.

“Soft Wins” launches Thursday, with the Cloudsurfer 2 and Spring/Summer 2025 Run Collection available at on.com and in On retail stores worldwide. The ensuing campaign will feature more ads, product launches and community-driven activations in cities globally.

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