Love Our Work: Becky Morriss on On’s ‘SOFT WINS’

Becky> A recent piece of work I love is ‘SOFT WINS’, the new campaign for sportswear brand On by Flower Shop. Featuring Elmo, the campaign challenges the ‘win at all costs’ mentality of running and instead celebrates the power of a softer, more joyful approach for the launch of the Cloudsurfer 2.

‘SOFT WINS’ is an unexpected pivot for a sportswear brand, encouraging runners to embrace fun and self-compassion along the way.

Becky> Now, it might surprise you, but I’m not a running girlie. Running is hardcore, competitive, and only for the super fit… or so Nike and Adidas would have you believe. Sure, Nike’s ‘Find Your Greatness’ hints at the idea that running is for everyone, but let’s be real – its campaigns have always leaned into the “no pain, no gain” mindset.

What I love about On’s campaign is that it flips the expected sportswear ad on its head, challenging the notion that running needs to be intense and competitive. Instead, it reframes running as something soft, fun, and about community. 

‘SOFT WINS’ redefines success – not as suffering or chasing PBs, but as showing up, moving at your own pace, and stopping to take in the view. It makes running feel more inclusive, no matter your fitness level.

And who better to champion that message than the sweet, inquisitive, and ever-soft Elmo? He brings a lovely openness to the campaign, posing a simple yet powerful question: “Elmo likes soft. Could that win?”

Sesame Workshop’s SVP of global strategic partnerships and themed entertainment, Jen Ahearn, put it best: “Sesame Street is committed to empowering the young and young-at-heart with strategies to help build resilience and promote emotional well-being.” That sentiment rings true in every aspect of the execution.

Beyond the ads, ‘SOFT WINS’ extends into all of On’s content, encouraging runners of all kinds to embrace movement on their own terms. Whether it’s learning how to run or understanding how to care for your body before a run, the campaign’s soft, supportive tone shines through.

Becky> This campaign is exactly the kind of work that grabs my attention – it breaks category norms and leans into humour. I love that the spots aren’t afraid to be a little self-deprecating at times too, jesting that one of the world’s greatest sportsmen, Roger Federer, can’t spell because Elmo knows his ABCs and the stylised ‘On’ logo looks more like a Q C than an O and N for ‘On.’

Becky> It brings awareness to the brand ethos and the playful jests at the logo draw attention to their brand in a category that is saturated with competitors.  

The category: Many sportswear brands are shifting the lens on physical activity – making it more accessible. There’s huge value in making the category more open. ‘SOFT WINS’ makes the likes of me consider that maybe running could be for me and that it’s okay if moving is more about the little wins and consistency than running marathons. 

Becky> This campaign is a great example of how agencies can push category norms and bring fresh perspectives to well-worn narratives. By using humour and a softer, more inclusive approach, Flower Shop has not only set On apart from its competitors but also shown how sportswear brands can connect with audiences in unexpected, emotionally resonant ways. 

For the industry, ‘SOFT WINS’ is a reminder that not every sports campaign needs to be about grit, pain, and relentless ambition. There’s space for joy, playfulness, and a more human approach to movement. It challenges agencies to rethink traditional storytelling – proving that even in performance-driven categories, there’s power in embracing a different kind of winning.