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.<