Sportswear brand On has welcomed actress Zendaya as a brand partner, embarking on a multi-year collaboration aimed at redefining certain product lines and fueling discussions on movement and well-being. This partnership was unveiled following the release of Zendaya’s tennis-focused drama, “Challengers,” which has popularized the “Tenniscore” trend on social media.
On is set to benefit from Zendaya’s significant influence in film and fashion, anticipating that her involvement will enhance the brand’s visibility and appeal. The collaboration will focus on reimagining designs and collections through the perspective of everyday activities, sports, and lifestyle, leveraging Zendaya and her stylist Law Roach’s narrative approach to fashion.
The first outcome of this partnership is the Dream Together campaign, a short film featuring Zendaya, which explores the unifying power of movement. David Allemann, co-founder of On, expressed excitement about the campaign, noting it as the start of many more storytelling initiatives with Zendaya aimed at broadening dialogues and enriching the brand’s community engagement.
