At this year's Super Bowl, the new advertising plan of sports brand On found legendary tennis player Roger Federer and Sesame Street super popular character Elmo to join forces to introduce the correct way of reading the brand name to the audience through humorous means, successfully attracting a lot of attention. Immediately afterwards, Elmo and On's cooperation was upgraded again, launching a new brand event “SOFT WINS”, further emphasizing that the true meaning of running is not only pursuing speed and victory, but also focusing on the gains and feelings during running.
View this post on Instagram
A post shared by On (@on)
The concept of “SOFT WINS” aims to challenge the high-pressure mentality that is common in the sports world. It advocates that runners do not have to be too harsh on themselves, learn to be kind to themselves, and enjoy the growth and breakthroughs brought by running. The event hopes to break the stereotype of “victory can only be achieved by gritting teeth and persisting”, and convey the message of “softness does not mean compromise”: running does not require pursuing extreme speed at all times, but can enjoy the fun in the process through more comfortable pace, emphasizing The wisdom of combining hardness and softness allows victory to be realized in gentleness.
“As a performance-oriented brand, we want to challenge the notion that running success is defined only by intensity.” Elmo's kind personality and empathy, plus his soft red Hair, perfectly matches the concept of SOFT WINS, encourages runners to be kind to themselves and pay more attention to community connections and personal growth. ”
1 of 7
2 of 7
3 of 7
4 of 7
5 of 7
6 of 7
7 of 7
At the same time, On simultaneously released the new masterpiece Cloudsurfer 2, which carries the concept of “SOFT WINS”. As a concrete product of the concept of “SOFT WINS”, it is also one of the softest running shoes on On to date, and is based on the previous generation. Comprehensive upgrade.
Cloudsurfer 2 uses the latest CloudTec Phase® technology, the midsole structure has been carefully tuned and the unique domino arrangement design allows runners to experience a stable stride and smooth transition experience when exercising. The shoe is also equipped with a Helion™ superfoam foam midsole, providing a cloud-like comfortable foot feeling while also having stable rebound performance, giving runners a soft and powerful sense of support. It is worth mentioning that On also innovatively applies finite element analysis technology (FEA) in the aviation field to the development of running shoes. The sole geometry further improves the cushioning performance, giving each step a smooth sense of landing.
1 of 4
2 of 4
3 of 4
4 of 4
The Cloudsurfer 2 series has launched a variety of color schemes, including Glacier White, Glacier Ivory White, Black and Olive, priced at HK$1,390 and has been officially launched in the On Hong Kong flagship store and Pacific Plaza store. Interested runners may wish to try it on and experience the new running experience brought by the “SOFT WINS” concept.
