On Expands Its Apparel Line With Zendaya, Spike Jonze

On opens its clothing push with Zendaya at the center of a surreal Spike Jonze spot.

The Swiss performance brand is launching its first co-created apparel and footwear collection with the actress on April 16, backed by a short film by the "Her" director.

The move builds on a partnership that started in 2024, when Zendaya joined as both ambassador and creative collaborator.

She has since appeared in campaigns and co-designed footwear with stylist Law Roach.

This time, the focus expands.

The seven-piece women’s line includes ribbed tanks, T-shirts, anoraks, coach jackets, skirts, and parachute pants, paired with a redesigned Cloudnova Moon sneaker.

The collection serves as an attempt to establish On as more than a running shoe company.

"It’s been so much fun to collaborate with Law and the On team on these essentials," Zendaya shared in a press release.

"We wanted to create pieces that feel versatile and easy to wear — styles that move with you across different moments."

The campaign uses a short film to express the creative process behind the collection instead of just the final product.

"This co-created collection marks the next chapter in our creative partnership with Zendaya," On CMO Alex Griffin said.

"A complete expression across footwear and apparel, brought to life through a remarkable campaign directed by the legendary Spike Jonze."

It's clear what On's brand marketing strategy wants to achieve, and that's to build credibility in apparel through design, then grow it through culture and visibility. 

Inside the Dream Lab

The centerpiece of the campaign is "Shape of Dreams," a three-minute film set inside an imagined space called "The Dream Lab."

Directed by Jonze, the spot shows the "Spider-Man" actress moving through a surreal environment where outfits stretch, shrink, and transform as they take shape.

The film treats design as a living process. Silhouettes evolve in real time, materials shift, and garments are refined visually on screen. 

"Working with Spike brought that vision to life in a really special way — the world he created gave it a whole new dimension," Zendaya explained.

The campaign is supported by still-life imagery from photographer Sean Thomas, which highlights the collection's pieces in a more grounded format.

Together, the film and visuals balance abstraction with product clarity.

This approach builds on On’s earlier campaign with Zendaya, including the "Be Every You" push, which introduced her co-designed footwear through a uniquely stylized story.

According to On, 10% of new customers find the brand through apparel, even though it still represents a small share of its total sales.

The Zendaya collection is designed to accelerate this shift, giving the brand a stronger entry point into lifestyle wear. 

The Apparel Expansion Strategy

On shows how brands can expand into new categories while staying focused on what they already do well.

• Anchor expansion with credible collaborators. Real creative input makes new categories feel intentional and aligned.
• 62% of B2B marketers identify storytelling as their most effective strategy. This is the value of showing transformation and process.
• Combine product development with storytelling. Strong narratives help new categories gain visibility and repeat interest.

Founded in 2010 in the Swiss Alps, On has quickly built a strong position in the performance sports market.

Our Take: Can Storytelling Sell Sportswear?

On doesn't rush to sell its clothing line.

It lingers on the idea and lets you sit inside the process before convincing you to buy a product.

If the campaign tells us anything, it's how the brand is playing the long game.

On isn’t a fashion powerhouse like most of its competitors, and it knows that.

So instead it shows the work, the trial, the shifting shapes of something still being figured out.

This is what gives the campaign weight.

We’d take this over another sterile product drop any day, because at least this one feels natural and fun.

Meanwhile, industry giant Adidas recently launched an empowering campaign to promote footwear catering to athletes with disabilities. 

Human-driven stories always capture the hearts of the audience.

These top agencies help companies apply timeless storytelling with modern experiences.