On has just launched a new campaign starring artist and musician FKA Twigs, reprising a partnership that began last year.
Dubbed "The Body Is Art, Part II," the new effort highlights the brand's latest collection of sportswear and shoes for the Spring/Summer 2025 season.
The project was first introduced last September, when the award-winning star put on a special performance for the Swiss giant at London Fashion Week.
This time, the artist directed and performed in the star-studded sequel, which also stars dancer and movement director Nana Yaa, IFBB Pro Bodybuilder Michelle Mensah, and Paralympic wheelchair athlete Léa Bayekula.
In a statement, FKA Twigs explained the rationale behind the new ad, which is rooted in self-improvement and self-love.
"It's about pushing personal boundaries, redefining beauty through function, and celebrating what the body can do. Movement isn't just performance; it's expression, power, and transformation."
In its collaboration with FKA Twigs, On goes beyond athletics to bring artistry to its brand offerings.
It's all part of the brand's overarching brand marketing strategy, which involves positioning On at the forefront of culture.
By partnering with icons beyond the traditional idea of athletics, On aims to connect with a broader audience and showcase the versatility, performance, and lifestyle appeal of their products.
All About The Body
A one-minute film opens with the star confidently posing in an industrial setting filled with steel beams.
Taking her place in the spotlight, she begins to perform a physical dance that shows off her physique.
Eventually, she is joined by three other performers, who ramp up the energy with high-energy choreography.
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The spot ends with a final shot of the artist surrounded by the performers working out.
On has steadily built a name for itself over the last few years, competing with both legacy brands, like Nike and Adidas, and fresh contenders like Hoka.
In line with this strategy, the brand previously partnered with game-changing athletes and celebrities, including Roger Federer and Zendaya.
