The Swiss running brand deepens its cultural pivot with a Zendaya-led collection blending lifestyle aesthetics with performance engineering – the brand’s most high-profile creative commission to date.
Swiss sportswear brand On has released its first co-created footwear and apparel collection with actress Zendaya, supported by a campaign film directed by Spike Jonze.
The collection was developed with stylist Law Roach and On’s product team. It includes ribbed tank tops, T-shirts, half-zip anoraks, coach jackets, drawstring midi skirts, parachute pants and Bermuda shorts, alongside a new footwear silhouette named in the press release as the Cloudnova Moon. On said the range will go on sale on April 16 via on.com, in On stores and through selected retailers.
A Spike Jonze film anchors the launch
The campaign film, “Shape of Dreams,” is set in a fictional “Dream Lab” and depicts garments changing form before settling into their final designs. On said it is Jonze’s first work for the brand. Still-life photography by Sean Thomas accompanies the campaign.
A partnership that has been building since 2024
On signed Zendaya to a multi-year partnership in 2024. The current launch is the first time the relationship has expanded into co-creation across a full footwear and apparel range. Previous activations included “Be Every You,” which introduced a co-created shoe with Roach, and “Zone Dreamers,” a 2025 campaign.
The collaboration is the latest in On’s push to broaden beyond performance running into lifestyle product, as it competes for market share with Nike, Adidas and New Balance. Jonze’s involvement signals a higher-profile marketing spend than the brand’s typical performance-focused campaigns.
