Is It Time To Redefine What Winning Looks Like?
For decades, performance culture was built on a singular idea: push harder, run faster, break through. Nike’s Just Do It became the rallying cry for generations of athletes, inspiring us to silence doubt, ignore pain, and chase greatness.
But now, a different voice is entering the conversation. On, the Swiss performance brand, is challenging this relentless mindset with its new campaign, Soft Wins. It’s still about showing up, still about doing the thing, mind you — but with a little more self-compassion.
So, are we witnessing a fundamental shift in how we define achievement? Or do we still need both philosophies to thrive?
Nike’s Just Do It: The Relentless Drive to Push Beyond
Since its launch in 1987, Just Do It has been more than a tagline — it’s been a cultural force. Born in an era of grit, hustle, and no-excuses mentality, Nike’s message became synonymous with pushing limits.Michael Jordan winning six championships? Just do it.
Serena Williams redefining what it means to be the greatest? Just do it.
Colin Kaepernick taking a knee despite the backlash? Just do it.
The campaign isn’t just about sports; it’s about resilience, about proving that the only thing standing between you and greatness is the willingness to go all in. Nike doesn’t ask if you’re ready — it demands it.
This philosophy has shaped generations of athletes, entrepreneurs, and dreamers. It aligns with a world that rewards drive, where the grind is glorified, and success is measured by how much you’re willing to suffer for it.
But is that the only way to win?
On’s Soft Wins: A Different Take on Performance
Enter On, the Swiss running brand disrupting the performance industry with its technology-driven approach to footwear. Known for its CloudTec® cushioning and sleek design, On has quickly built a following among runners and athletes looking for innovation without the flash of legacy brands like Nike and Adidas.And now, with Soft Wins, On is redefining what it means to be an athlete.
The campaign flips the script on traditional performance messaging. Instead of “No pain, no gain,” it champions the idea that small victories matter. Progress isn’t about obliterating your limits every day — it’s about consistency, about listening to your body, about recognizing that sometimes, just getting out the door is enough.
In a world burned out by hustle culture, Soft Wins resonates. It acknowledges that motivation ebbs and flows, that mental health is as important as physical strength, and that not every workout has to be a test of endurance.
The message? You can still do the thing, but you don’t have to destroy yourself in the process.
The Shift in Performance Culture: What’s Changing?
So why does Soft Wins feel so different? Because it speaks to a cultural shift.For years, the dominant narrative in sports and business was about pushing harder, suffering more, proving yourself. But today, we’re seeing the rise of self-compassion as a performance tool.
- Mental health in sports is finally being taken seriously — athletes like Simone Biles and Naomi Osaka have stepped back from competition to prioritize well-being.
- Mindfulness and balance have entered the mainstream, with a focus on sustainable progress over burnout.
- Younger generations value authenticity — they don’t just want to be told to push harder; they want to feel seen in the struggle.
Do You Need Just Do It or Soft Wins?
So, where do we land?The truth is, both philosophies serve a purpose.
There are moments in life when you need the Nike mindset — the grit, the drive, the “no excuses” energy. When you need to silence the noise and just go.
And then there are moments when you need On’s approach — to remind yourself that progress isn’t always about suffering, that softness doesn’t mean weakness, that just showing up is sometimes enough.
Maybe the real win is knowing when to tap into which mindset.
By Davide Dichiara
