On, the shoe brand, names Zendaya as a brand partner—see the first creative work

The Swiss shoe brand announced a multi-year deal with ‘Euphoria’ actress

Published On
Jun 06, 2024

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Zendaya has been spotted numerous times wearing On shoes, including the Roger Federer-designed versions while on tour for “Challengers.” Now she’s formalizing that brand affinity with a new collaboration. Zurich-based On announced Thursday that the actress is its new brand partner and will be involved with both creative campaigns and product collections as part of a multi-year deal.

The collaboration begins with a film debuting today. The 60-second video, “Dream Together,” shows a group of athletes performing in synchronization. “Together. Move. Learn. Dream. Together… Whether we’re athletes, or not,” Zendaya says in the spot.

The campaign will run on On’s owned channels and social accounts; a spokesman declined to say if the 14-year-old brand is putting any paid media behind the push. It was created in-house by On’s team, and C Prinz of Smuggler directed the film.

As it competes with rivals such as Nike and Hoka, On, which counts Federer as an investor, has been pushing to raise awareness with U.S. consumers.

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