On Unveils "Soft Wins" Pop-Up in Shanghai's Xintiandi

On March 1, Swiss sportswear brand On launched a special collaboration with Sesame Street's Elmo, championing the philosophy of "Soft Wins." To celebrate, On's Shanghai Xintiandi store has undergone a limited-time transformation, fully embracing the theme of softness.

The store revamp draws inspiration from the newly released Cloudsurfer 2 training shoes, blending Swiss precision engineering with On's minimalist aesthetic while pushing creative boundaries. Plush seating and soft modular structures—shaped after the CloudTec Phase® sole technology—extend the theme to the exterior, while even the trees at the entrance are wrapped in soft green covers. Inside, fuzzy installations and cushioned handrails enhance the tactile experience. A dedicated “attitude wall” features Elmo in a gentle yet dynamic pose, making it a must-visit spot for Shanghai's running community. The pop-up will be open from March 1 to 9.

To On, "Soft Wins" embodies a balanced mindset—staying resilient while embracing gentleness, proving that strength isn't just about intensity, but also about adaptability and perseverance.

Bringing this philosophy beyond running, On has teamed up with Nanxiang Mantou Dian and Wilde Flowers, offering exclusive experiences in the city. From March 1 to 16, visitors to these locations can participate in themed activities and receive medal-shaped steamed cakes and limited-edition floral arrangements, symbolizing the beauty of softness.

Alex Griffin, On's Chief Marketing Officer, shared his perspective: "As a performance brand, we want to redefine what success in running means—it's not just about pushing harder. When we thought about an icon that embodies the strength of softness, Elmo was the perfect fit—kind, empathetic, and unmistakably soft. Through this partnership, we hope to encourage runners to take care of themselves, stay connected with their communities, and find pride in their personal journeys."

Jen Ahearn, Senior Vice President of Global Strategic Partnerships and Themed Entertainment at Sesame Workshop, echoed this sentiment: "Sesame Street has always been about helping people—young and young at heart—develop resilience and emotional well-being. We're excited to team up with On for ‘Soft Wins,’ inspiring runners to support each other, celebrate small victories, and find joy in everyday moments."

To mark the launch, On kicked off a community “Soft Run” from the Xintiandi store, covering a scenic 9km route through Jufu Chang and Fuxing Park. Along the way, runners were greeted with surprise “soft high-fives” for an extra energy boost. Finishing runners were awarded a "Soft Fufu" medal keychain, a reminder that strength comes in many forms—softness included.

Expanding on this concept, On will bring over 50 "Soft Running" events to 20+ cities across China, blending traditional group runs with fresh, immersive experiences. These runs invite runners from different communities to explore the Cloudsurfer 2, embrace a more mindful approach to running, and rediscover the joy, freedom, and fulfillment it brings.