On Launches the Next Chapter of Soft Wins with World Champion Runner Hellen Obiri to Lead a Softer Approach to Performance

Swiss sportswear brand On and world-class athlete Hellen Obiri challenge traditional toughness in running with Soft Wins, spotlighting softness as a strategy for resilience, recovery, and going the distance – alongside the launch of the Cloudsurfer Max. 

Swiss sportswear brand On presents the next evolution of Soft Wins with a new chapter for Fall/Winter 2025. First introduced earlier this year to challenge the high-intensity mindset often tied to running, Soft Winsreturns with a deeper exploration of run culture – spotlighting softness not as a weakness, but as a performance strategy shaped by the experiences of real athletes.

Fronted by On athlete and four-time world champion Hellen Obiri, this chapter of Soft Wins reframes how running is viewed, showing that softness – mentally, physically, and emotionally – helps athletes go further. 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 – one that exemplifies the balance between intensity and softness. 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 captures 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 that delivers an ultra-smooth sensation, mile after mile. Key design updates include a flat knit collar, new engineered mesh, and reworked eyestay construction – offering improved lockdown, breathability and a sleeker silhouette. Bold colorways and elevated finishes make it a standout for everyday performance.

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.

Check out the On RIA Foundation Member profile here  .