Fronted by On athlete and four-time world champion Hellen Obiri, the latest chapter of On’s campaign, Soft Wins, spotlights softness as a strategy for resilience, recovery, and going the distance – alongside the launch of the new Cloudsurfer Max shoe.
First introduced earlier this year to challenge the high-intensity mindset often tied to running, Soft Wins is returning in autumn/fall/winter with an exploration of run culture – spotlighting softness not as a weakness, but as a performance strategy shaped by the experiences of real athletes.
The campaign also marks the launch of the Cloudsurfer Max – On’s newest max-cushioned shoe, built for high-mileage comfort and everyday performance.
At the heart of the campaign is a film that follows Obiri’s journey in which 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 looks to capture how small rituals and moments of pause can bring balance.
Through this lens, On invites more runners to consider a softer approach – one that prioritizes care, awareness, and intention.
Taking the spotlight this season is the Cloudsurfer Max, the newest addition to the Cloudsurfer family and the latest evolution in On’s max-cushioned lineup. Engineered for high-mileage runs, it features a high-stack midsole, double-layered CloudTec Phase and a softer foam compound.
According to On, the new Cloudsurfer Max delivers an ultra-smooth running sensation. 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 Cloudsurfer Max and On’s updated performance apparel – putting product at the heart of the visual storytelling. Featured styles include the Performance Tank, Performance Tights, Endurance Zip Bra, Performance-T, 5” Performance 2/1 Shorts, Climate Zip Hoodie, Socks and Cap.
The fall/winter 2025 Soft Wins campaign launched on July 17, 2025, with the Cloudsurfer Max and Fall/Winter 2025 performance run apparel collection available at on.com and in On retail stores worldwide.
The On brand was born in the Swiss Alps in 2010. Since then, its award-winning CloudTec innovation, design and strides within the circular economy have attracted an international customer base with On now present in more than 80 countries worldwide.
