Swiss sportswear company On just announced that it has signed a multi-year partnership with Zendaya, adding the Hollywood superstar to its roster of ambassadors.
Fresh off of her role in the critically acclaimed tennis drama "Challengers," the actress will be heavily involved with On's product development, marketing, and creative campaigns.
The partnership was revealed today alongside a stunning one-minute film.
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Directed by choreographer C Prinz, "Dream Together" perfectly encapsulates the essence of movement and connection, aligning itself with On's brand philosophy, as well as capitalizing on the hype surrounding the upcoming Olympics.
Shot on a running track, the spot features Zendaya at the center of a large group of dancers.
Under dramatic lighting, the diverse group performs striking feats and dance formations as the actress delivers the campaign's message.
"Move, learn, dream, together," she narrates.
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"It's no secret that I've been a big fan of On for a long time," Zendaya said in a statement.
"I'm always wearing them on set, or when I'm traveling, rehearsing, or running around with my dog. So it's a full-circle moment to make this partnership official," she added.
The collaboration rides the upward trajectory of the current tennis craze, fueled by Zendaya's role in "Challengers," as well as increasing demand for tennis fashion.
Zendaya’s background as a dancer also aligns with previous campaigns from On, intertwining the brand with dance and performance.
Leveraging digital marketing expertise can help brands like On strategically capitalize on cultural trends and amplify their reach.
On Leverages Zendaya's Impact
Zendaya isn't only an A-list actress but has previously worked with high-end fashion brands like Bulgari and Valentino, making fans of members of different generations.
On Co-Founder David Allemann speaks highly about Zendaya’s impact on her generation, calling her the best partner to help the company connect, evolve, and grow with different audiences, especially the targeted Gen Z.
Although On has previously initiated similar collaborations, most notably with artist and musician FKA Twigs, it mostly chooses athletes for its campaigns, which include:
- Olympian runner Hellen Obiri
- Tennis legend Roger Federer, who is also an investor and partner
- Tennis player João Fonseca
- Top women’s tennis player Iga Świątek
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The brand has seen a spike in popularity as of late, resonating with customers in the fashion and tech industries as it branches out into activewear and lifestyle.
Company executive Martin Hoffmann previously told The Financial Times that On sales are expected to double to $4 billion in 2026.
Co-CEO Marc Maurer also shared plans to invest heavily in tennis and apparel in an interview with Vogue Business last year, emphasizing the brand's commitment to innovation and market expansion.
Getting Zendaya on board will allow On to borrow her influence to widen its reach, not only in the U.S. but also around the world.
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Editing by Katherine 'Makkie' Maclang
