Roger Federer will have some high-voltage company as an ambassador for On.
The buzzy Zurich-based running shoe brand has brought Zendaya on board as a new brand partner. The multiyear deal with the actress will be multifaceted, the company said, adding that she will work with On to “drive meaningful conversations around movement and well-being, reimagine select product collections and produce future creative campaigns.”
“It’s no secret that I’ve been a big fan of On for a long time. 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,” said Zendaya.
To kick off the partnership, Zendaya and On released a creative campaign called Dream Together. It opens with a cinematic short film starring Zendaya that was directed by C Prinz and is intended to open a conversation about how movement can bring people together. The actress starts out sitting in the bleachers of a track, the lights are turned on and the camera pans to a group of people dressed in On tank tops and track pants who begin to move in unison while she speaks a number of motivational phrases such as: move, learn, dream, win, lose, fail. It ends with the words: dream, together.
The film is designed to show how sport and movement can connect people from different backgrounds — a message that is especially poignant in an Olympic year.
“I owe so much to the people around me for getting me to where I am and this film recognizes and appreciates those who support and uplift us every day,” Zendaya said. “This feeling of collaboration and inclusiveness shines through in what we’ve created.”
“We’ve been massive admirers of Zendaya’s ability to inspire a generation and dream big,” said David Allemann, On’s cofounder. “We can’t think of a better partner to help us grow, evolve and connect with people around the world than Zendaya. This film is the beginning of more stories to come and we are eager to bring in new and distinctive voices alongside Zendaya to continue our mission to dream together.”
Neither Zendaya nor the On executive team were available to comment further on the partnership. But On hinted that the actress will be working with the company on designs and future collections with an eye toward “everyday movement, sports and lifestyle.”
In 2019, Federer revealed that he had become an investor in On where he would serve as an ambassador for the brand and be involved in product development, marketing and fan experiences. Two years later, the company created the Roger collection of tennis shoes that the tennis star debuted at the 2021 Qater Open in Doha.
In several of the promotional spots for the Zendaya reveal, the actress is wearing On sports apparel. Although it’s not clear how involved she will be in the creation of the apparel, the category is most definitely top of mind for the company. In its most recent earnings call in March, Allemann said growing its fledgling apparel business is among its priorities going forward.
“We all know that the pandemic has been a catalyst for change, redefining lifestyles and fashion norms,” he said at the time. “We have been liberated to work more from home, introduce sports and movement to every day, and wear sportswear as the new uniform. The last pivotal years made it clear that sports is the new uniform, the new normal that will continue to transcend culture and fashion. Sports is not just an activity. It’s a statement, a lifestyle, a new luxury for a generation valuing movement and exploration over possession and status.”
Martin Hoffmann, co-chief executive officer and chief financial officer, added that in the fourth quarter, apparel was the focus of On’s marketing campaign, which led to a growth rate in that period of 60.1 percent to 18.4 million Swiss francs. In the direct-to-consumer channel, apparel sales grew by a whopping 110 percent, he said, and in the Asia-Pacific region, apparel sales exceeded 10 percent in the quarter.
“The strong demand provides a tailwind to 2024 with exciting new products, updated sizings and more focus across all channels,” that are expected to drive success, Hoffmann said, adding that tennis apparel was launched in March and preorders for fall 2024 apparel were up 126 percent.
On has been very cautious about who and what companies it will partner with. Perhaps its most visible collaborator has been Loewe, the LVMH-owned Spanish luxury brand, with which it has created five capsules so far. The most recent drop last month included apparel for the first time along with footwear. The ready-to-wear collection included technical activewear and statement outerwear.
Zendaya, who works with celebrity stylist Law Roach, has become well known for her style and sported several Loewe looks to promote her latest film, the tennis-themed “Challengers,” including shoes with tennis balls impaled by the heels. She has also worked with Tommy Hilfiger on a ‘70s-themed collection and has appeared in campaigns for Louis Vuitton, Valentino, Bulgari and others.
