Soft Wins

On’s 2025 global brand campaign demanded worldwide recognition with a big message about softness.
A Superbowl-worthy idea and focal point for popular culture – centred around the super-soft Cloudsurfer 2.

Our answer had an editorial reach of 4.3 billion.

Soft Wins took aim at it all – impossibly gorgeous run crews, hustle culture, divisive rhetoric, burnout culture.
I wrote a handbook on it too. The point is, it spoke to both running and the modern world we face.

We chose Elmo – the softest-ever person – to deliver the news. Then worked with Flowershop for our Super Bowl launch.
Organic social sustained the message with Olympian Yared Nuguse and podcaster Rich Roll.

One brief conversation – sometimes a single guest –
can change your entire perspective. I’m thrilled to share this delightful exchange with the one and only @Elmo, whose powerful insights are shaking running to its core. Advocating for a revolutionary idea – more softness in running – we discuss his worldview, philosophy, and most crucially, what his last name is.

Time’s Square OOH

💌 A PSA from @elmo 💌
#Soft Wins

#SoftWins are for all of us – even world-class Olympians like @yaredthegoose. (Sorry Tyro, we’re working on yours 🐢).

Grab your own medal at Soft Run Saturdays, our new group run events, with Cloudsurfer 2 try-ons and easy-paced city routes and fun stop-offs.

SOFT IS EFFORTLESS.
SOFT IS CLOUDUSURFER 2.
We briefed Builder’s Club on creating an extra-ordinary world of softness to hero our plushest-ever shoe for paid media.

And briefed content creators to land the CS2 to everyday audiences with 400k views on organic social channels.

RESULTS AND COVERAGE (SO FAR)

An AVE of $31M and Editorial reach of 4.3B so far.
The widest coverage of any On campaign to date.