Zendaya and On Dream Together In New Athleticwear Collaboration
American actress Zendaya has joined Swiss athleticwear brand On as their newest brand partner.
The April release of Challengers propelled tennis into the global mainstream anew, moving tennis fanatics and enthusiasts to cinemas and courts. Zendaya, known for embodying the essence of any production she is promoting, has become the face of Tenniscore — her press, premiere and red carpet outfits epitomized the trendy intersection of stylish and functional.
As the first chapter in what’s meant to become a multi-year collaboration, Zendaya stars in On’s newest campaign.
“Dream Together”
To commemorate their partnership, Zendaya and On created a cinematic short film and series of campaign photographs. The inaugural production, titled “Dream Together” and directed by C Prinz, reflects sport and movement’s ability to unite people of diverse backgrounds.
With the short film showcasing On’s hopes for future growth and diversity, this collaboration is especially relevant ahead of this year’s upcoming Olympic Games in Paris, France.
“I think this feeling of collaboration and inclusiveness shines through in what we’ve created,” Zendaya shared in a press statement.
In the photographs, Zendaya showcases items from On’s current offerings — you can find this selection under “The Zendaya Edit” on the brand’s website.
The new relationship is a seamless extension of Zendaya’s personal affinity for On and its products. “It’s no secret that I’ve been a big fan of On for a long time. I’m always wearing [brand items] 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,” the actress shared.
It comes as no surprise that Zendaya’s creative vision aligns with On’s brand identity — the actress also flaunts a long-standing close relationship with Spanish luxury brand Loewe, which recently launched a collaboration with On.
As the label pivots to a stronger global orientation, On has enlisted Zendaya’s help to reach a broader international audience. “We’ve been massive admirers of Zendaya’s ability to inspire a generation and dream big,” David Allemann, On’s co-founder, shared. “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.”
The collaboration seems to be achieving its purpose. As per fashion software and data company Launchmetrics, On garnered $3.5 million in Media Impact Value (MIV) — a metric that assigns a monetary value to every post, interaction, article, and more, analyzing quantitative and qualitative attributes specific to the industry to measure the impact of a brand — within the first 48 hours of the announcement. The top placement on social media belonged to tennis player Roger Federer, who posted an image imitating Zendaya in one of the scenes of Challengers on Instagram. Captioned with, “It’s @on 😏,” Federer’s post garnered $401K in MIV.
The Zendaya Edit
The Zendaya Edit, featuring products modeled by the American star in new campaign imagery, is available to shop online. Browse the collection below and sign up to be notified when your favorite pieces go live.
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