# Wellness Athletic Campaigns On Running's 'Soft Wins' Campaign Emphasizes Mental Performance By Georgia Wray Norsten | Published 2025-07-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/soft-wins-campaign References: [press.on-running](https://press.on-running.com/on-launches-the-next-chapter-of-soft-wins-with-world-champion-runner-hellen-obiri-to-lead-a-softer-approach-to-performance)  On Running launched the next chapter of its 'Soft Wins' campaign, featuring four-time world champion Hellen Obiri, to challenge traditional notions of toughness in running culture. The campaign coincides with the release of the 'Cloudsurfer Max,' a [max-cushioned running shoe](https://www.trendhunter.com/trends/on-lightspray-cloudboom-strike-2) designed for high-mileage comfort and everyday performance. Rather than promoting aggressive intensity, the initiative positions softness -- mentally, physically, and emotionally -- as a competitive advantage that helps athletes achieve sustainable performance and longevity. The campaign features a film that showcases Obiri's journey, blending race footage with quieter moments that emphasize recovery, connection, and inner calm as essential elements of athletic success. This approach reflects a broader cultural shift in [sports marketing](https://www.trendhunter.com/trends/adidas-you-got-this) toward [holistic wellness messaging](https://www.trendhunter.com/trends/generation-wellness) that prioritizes mental health alongside physical achievement, targeting the growing wellness-conscious athletic market. Image Credit: On ## Trend Insights (Trend Hunter) - Score: 6.9/10 - Popularity: 86% | Activity: 77% | Freshness: 45% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Holistic Sports Messaging:** Shifting from intense, cutthroat advertising to campaigns that embrace emotional wellness in sports can foster a sense of authenticity and connection with consumers. - **Mental Health in Athletics:** Emphasizing mental resilience and emotional well-being in athletic pursuits provides an avenue to redefine success in sports culture. - **Cushion-focused Performance Gear:** Designing equipment like max-cushioned shoes that prioritize comfort over aggression aligns with growing demands for more sustainable and longer-lasting athletic performance. ### Industries Being Reshaped - **Athletic Footwear:** The development of cushioned footwear for enhanced comfort and recoverability offers opportunities for new product lines aimed at endurance athletes seeking longevity. - **Sports Marketing:** Marketing strategies that integrate mental wellness themes can revolutionize consumer engagement strategies by aligning with contemporary wellness-focused values. - **Wellness-focused Athletics:** The intersection of wellness and sports invites innovative programs and products that cater to athletes prioritizing mental and physical harmony. ## Related on Trend Hunter - [Wellness-Forward Running Campaigns](https://www.trendhunter.com/trends/soft-wins.md) - [Musical Wellbeing Campaigns](https://www.trendhunter.com/trends/move-your-body-move.md) - [Sportswear Innovation Summits](https://www.trendhunter.com/trends/run-on-clouds.md) - [Running-Inspired Global Campaigns](https://www.trendhunter.com/trends/run-as-one.md) - [Vibrant Runner-Targeted Commercials](https://www.trendhunter.com/trends/puma-southeast-asia.md) - [Holistic Strength Campaigns](https://www.trendhunter.com/trends/allstrength-team.md) - [Mindful Athletic Brand Initiatives](https://www.trendhunter.com/trends/wellness-collective.md) - [Caveman-Centric Running Campaigns](https://www.trendhunter.com/trends/craft-sportswear-brand-film.md) - [Radiant Post-Exercise Campaigns](https://www.trendhunter.com/trends/asics-get-the-glow.md)