After its spontaneous appearance alongside Roger Federer in a Louis Vuitton campaign and the expansion of its partnership with Loewe, the Swiss sports equipment brand on It continues to be a topic of conversation in the world of marketing and communication. Now because of his association with the actress Zendaya, with whom it has established a multi-year agreement with implications in both advertising and product design.
As explained by the firm, both parties claim to be united “for a shared love of movement, a commitment to wellness and a passion for connecting with communities”. Zendaya becomes brand partner kicking off a partnership that will include conversations around movement and wellness, product collections and future creative campaigns.
On seeks to capitalize on the actress’s status as icon of a generationas well as his love for fashion and passion for storytelling. “With the support of her longtime stylist, Law Roach, she has translated her reverence for storytelling into her approach to fashion.”; they explain from the brand. “He will bring this same stylistic intent to On, working to reimagine and collaborate on future designs and collections through the lens of everyday movement, sports and lifestyle.”.
To publicize the collaboration, the brand has launched an audiovisual piece starring the actress and directed by C Prinz. The campaign, called “Dream Together”, It presents a clear cinematographic style and addresses movement from a choreography framed in an athletics track. It reflects On’s message of uniting people through movement, both sporting and social.
“I owe a lot to the people around me for getting me to where I am and this film recognizes and appreciates those who support and encourage us every day. I think this feeling of collaboration and inclusion is reflected in what we have created“, Zendaya commented in the brand’s statement. “SI’ve been a big fan of On for a long time. I always wear them on set, or when traveling or rehearsing, so this partnership is like coming full circle.”.
“We’ve been big fans of Zendaya’s ability to inspire a generation and dream big“, expressed, for his part, David Allemann, Co-Founder of On. “We can’t think of a better partner to help us grow, evolve and connect with people around the world.”.
On, was founded in Switzerland in 2010 by Olivier Bernhard, David Allemann and Caspar Coppetti and was born, in part, from Nike’s rejection of the sports shoe prototype created by Bernhard. It is known for its particular design of shoes, which have holes in the sole, and its focus on innovation and product development for athletes. After ten years in the market, its popularity took off when in 2020 the tennis player Roger Federer He invested in it and it became a brand image.
Over the last few years has become relevant because it has managed to capture the attention of influencers and prominent personalities from different spheres; and he has established collaboration and sponsorship agreements with top athletes, such as the tennis player Flavio Cobolli, or with figures from the musical world, such as FKA twigs.
