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.