Zendaya and On Bet on Duality in 'Be Every You' Campaign for F/W '25

American actress Zendaya is reshaping On's Fall/Winter 2025 campaign from the ground up in what's supposed to be her most hands-on project with the Swiss brand to date. 

Dubbed “Be Every You,” the campaign expands on her creative partnership with the brand, launching a shoe she co-designed with stylist Law Roach and a collection designed to match every version of herself.

Zendaya and Roach, known for pushing red carpet conventions, now take that energy to performance wear.

The campaign’s central product is the "Cloudzone Moon," a sharp evolution of On’s original silhouette.

The pair boasts mesh uppers, plush padding, and next-gen CloudTec cushioning underfoot, making it sleek but grounded.

The second pair, dubbed the "Cloudtilt Moon," will follow in October with a softer build and knit upper aimed at recovery wear.

“Movement has always been a part of how I connect with myself, and movement looks different for everyone,” Zendaya said in a statement.

“To me it’s about embracing every little bit of ourselves, and being present in every version of yourself.”

Roach styled her for the spot, pairing the futuristic shoes with minimalist pieces like track sets, bomber jackets, and a form-fitting bodysuit.

The apparel line highlights the campaign’s bigger goal: showing how performance wear can shine with the right mood and a standout identity.

A Dreamlike Storyboard

Directed by Bardia Zeinali and shot by photographer Emily Lipson, the film plays out in four surreal, moonlit vignettes.

Across these spaces, Zendaya moves through themes of chaos, calm, love, and rebellion, with each scene showing a new layer of herself.

Her narration floats over each sequence, turning the campaign into more of a personal reflection than a typical fashion spot.

"Soft, strong, everything in between. I'm all of it," she says in the spot.

Visually, it’s a big shift for On.

While known for its technical, performance-first image, the campaign taps into a new emotional range without abandoning its roots.

The scenes, wardrobe, and Cloudzone Moon all push the brand’s visual identity forward, while the storytelling reinforces On’s brand DNA of movement and transformation.

Notably, Zendaya's multi-year deal with On, which kicked off in 2024, has already driven strong ROI.

Her last campaign generated over $3.5 million in media value, according to Launchmetrics.

Our Take: Is This Zendaya’s Strongest Brand Play Yet?

It’s easy to see this as just another celebrity collab, but there’s more going on here.

What stood out to me was the dual authorship: Zendaya’s creative voice is all over the spot, but so is Roach’s, and it never feels forced.

Overall, it helps On write new rules for sportswear marketing.

For brands looking to elevate partnerships beyond face-value celebrity, this is a play worth studying.

In other news, Nike launched its star-studded "Scary Good" football campaign that banks on horror and hype.