Swiss sports brand On Running has partnered with Elmo, the lovable character from Sesame Street — the popular American kid's television program — to promote its latest Soft Wins running campaign.

The collaboration features a limited-time pop-up store at On Running's Xintiandi location in Shanghai's Huangpu district, running from March 1 to 9.

Elmo, the cheerful and curious 3-and-a-half-year-old monster from Sesame Street, portrays the values of kindness, positivity and resilience — which are said to be in line with the theme of Soft Wins.

The pop-up store displays On Running's new Cloudsurfer 2 training shoes, combining Swiss craftsmanship with a minimalist design.

Inspired by the shoes' innovative technology, the store's design emphasizes softness, with plush seating and soft, modular displays resembling the shoe's sole. Even the trees outside the store have been dressed in soft green covers, creating a playful and welcoming atmosphere.

Inside, visitors can take photos with Elmo's friendly figure on the Soft Wins wall, while exploring the soft-themed installations and plush-wrapped handrails.

On Running is also partnering up with local businesses to extend the Soft Wins experience. From March 1 to 16, customers can visit neighboring brands the Nanxiang Steamed Bun Restaurant and the Wilde Flower Shop to receive exclusive rewards, including edible steamed cake medals and limited-edition bouquets.

On Running

Address: No 5 Alley 123, Xingye Road, Huangpu district

Business hours: Daily, 10:30 am to 10:30 pm

Nanxiang Steamed Bun Restaurant

Address: No 6 Alley 123, Xingye Road, Huangpu district

Business hours: Daily, 11 am to 10 pm

Wilde Flower Shop

Address: No 208 Wuyuan Road, Huangpu district

Business hours: Daily, 10 am to 9 pm

Source: Official WeChat account of the publicity department of the CPC Huangpu district committee at "shhuangpu"