On Launches Next Chapter of "Soft Wins" With Champion Runner Hellen Obiri

In support of resilience, On presents the next evolution of "Soft Wins" for Fall/Winter 2025, fronted by four-time world champion runner Hellen Obiri. Challenging the traditional high-intensity mindset often associated with running, "Soft Wins" underpins softness as a strategy for going the distance, not as a weakness. Positioning recovery and resilience as a key performance strategy, Obiri shows us the important realities of the sport together with On.

With a digital sphere of running influencers that seemingly complete marathon after marathon, showing only the highlight reels and rarely the reality behind recovery, On is shining a light on the perhaps less glamorous but equally important balance. Central to the campaign is Obiri's journey, showcased through a short film that exemplifies these qualities and how runners really endure and go the distance.

 

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The campaign also marks the launch of the Cloudsurfer Max, On's latest cushioned running shoe built for long-distance comfort and also everyday performance. Features include a high-stack midsole, new engineered mesh and reworked eyestay lace-up construction. Other collection highlights also include the Performance Tank, Endurance Zip Bra and Climate Zip Hoodie.

The "Soft Wins" FW25 campaign launches today, with the collection available online at On and retail stores worldwide.

In other sportswear news, 12TWELVE is Andrew Winghart's new activewear brand to know.

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