On x Stab
São Paulo, Santo André
Março de 2025

Still, Making of, Olhadinhas

Shot on iPhone 12 Pro, iPhone 16 mini, Fuji X-T4, Canon 5D Mk III, DJI Neo

Rooted in a deep connection to run culture, On and its world-class athletes believe winning is about more than just pushing through intensity. SOFT WINS celebrates the idea that personal victories can be found anywhere, encouraging runners to explore both intense and gentler approaches to running without being hard on themselves.

“As a performance-driven brand, we wanted to challenge the idea that success in running is defined by intensity alone,” says Alex Griffin, On’s Chief Marketing Officer. “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. With Elmo at the heart of SOFT WINS, we’re encouraging runners to embrace self-compassion, community, and personal growth.”

To bring this message to life, On has collaborated with Sesame Workshop, the nonprofit behind Sesame Street, known for inspiring positivity and joy through its beloved characters. As a 3½-year-old monster with an irresistible curiosity and cheerful demeanor, Elmo embodies the values of SOFT WINS with his kindness and positive outlook. His natural ability to engage others and inspire self-compassion and balance makes him the ideal voice for the campaign.