For decades, sports marketing has thrived on a singular, almost brutal philosophy: push harder, suffer more, win at all costs. Brands have built their legacies on the backs of relentless athletes who sacrifice everything for the podium. But something is shifting. A new wave of marketing is emerging—one that embraces a different kind of success.
Enter the On Soft Wins campaign.
A Marketing Shift That’s Turning Heads
Nike, Adidas, and other giants have spent years glorifying intensity. Their messaging is clear: pain equals progress, and only the strongest survive. But On, the Swiss sportswear company, is proving that there’s another way to inspire people.
Instead of doubling down on extreme motivation, the On Soft Wins campaign celebrates the little victories—the joy of movement, the fun of exercise, and the simple act of getting outside. And here’s the kicker: it’s working.
Today’s consumers are rejecting the unattainable ideals often portrayed in fitness marketing. Not everyone runs to break records. Not everyone lifts to sculpt an elite physique. Some people just want to feel good. On recognizes this and is meeting them where they are.
Why This Campaign Resonates So Well
The brilliance of the On Soft Wins campaign is how it humanizes the athlete. Instead of presenting running as an exclusive club for the hyper-disciplined, it reminds people that movement is for everyone.
At the center of the campaign? Elmo.
Yes, that Elmo. The universally beloved Sesame Street character appears alongside a group of exhausted runners. When they tell him, “Hard wins,” he pauses and gently challenges the idea, asking if maybe running can just be… fun.
It’s a simple message, but an incredibly powerful one—you don’t have to suffer to succeed.
This resonates especially well with younger generations, who prioritize mental health, balance, and self-care over traditional grind culture. And with the wellness industry booming, the timing couldn’t be better.
How the Numbers Back It Up
Let’s talk data. Since launching the On Soft Wins campaign, On has seen:
- A surge in social media engagement, with thousands of organic shares and interactions.
- Increased brand awareness in the U.S., especially among recreational runners.
- A growing market share, attracting casual athletes who were previously loyal to bigger brands.
And let’s not forget—this campaign follows On’s Super Bowl ad featuring Roger Federer and Elmo, a strategic move that solidified the brand’s playful, feel-good messaging.
The takeaway? Consumers are connecting with this approach in a way traditional “no pain, no gain” marketing no longer guarantees.
Lessons for Brands and Entrepreneurs
So, what can other brands—fitness or not—learn from the On Soft Wins campaign? A lot. Here’s what’s working:
1. Sell the experience, not just the product
On isn’t just selling shoes. It’s selling an inclusive, approachable lifestyle. Whether you’re in fitness, tech, or fashion, your brand wins when customers feel like they belong in your world.
2. Authenticity beats perfection
Not everyone can be an Olympian—and they don’t need to be. On’s messaging acknowledges that exercise isn’t always about winning. It’s about feeling good. Brands that swap unrealistic imagery for relatable, human-centered storytelling will win over customers every time.
3. Meet your audience where they are
On understands that its audience includes weekend joggers, casual exercisers, and people who just want to stay active—without the pressure of performance. The takeaway? Know your audience’s needs and craft messaging that speaks to them—not just to the elite few.
4. Emotional connection drives engagement
By featuring Elmo, On taps into nostalgia, warmth, and a universal sense of joy. If your brand can make people feel something—whether it’s comfort, inspiration, or humor—they’re more likely to engage, share, and remember you.
Final Thoughts
The success of the On Soft Wins campaign proves that there’s more than one way to market sports and fitness. While brands like Nike push the narrative of relentless ambition, On is carving out a space for those who see movement as a form of self-care rather than competition.
And it’s paying off.
For brands looking to refine their marketing strategy, the message is clear: embrace authenticity, make room for inclusivity, and craft storytelling that resonates on a human level. Because in the long run, the brands that forge genuine emotional connections—not just competitive ones—are the ones that win.
And isn’t that the kind of victory worth celebrating?
FAQs
1. How can brands use collaborations to create impactful marketing campaigns?
Partnering with well-loved figures or organizations helps brands connect emotionally with a broader audience, making their message more relatable and memorable.
2. Why is promoting inclusivity important in sports marketing?
Highlighting that activities like running are for everyone fosters a welcoming community, encouraging more people to participate without feeling pressured to compete at high levels.
3. How does focusing on personal achievements benefit brand perception?
Celebrating individual milestones resonates with consumers, portraying the brand as supportive and understanding of personal growth, which can enhance loyalty and trust.