Athletic sportswear brand On and global superstar Zendaya have officially released their second co-designed collection, marking another major milestone in the brand’s ongoing strategic push to capture the attention of younger female consumers and challenge established industry giants like Nike.
The launch, which debuted today, is accompanied by a high-concept marketing campaign inspired by classic action movies. To bring the collection to life on screen, On tapped the acclaimed Argentinian directing trio Pantera to helm the cinematic advertisement. The resulting short film follows Zendaya through a high-stakes urban chase sequence where she skillfully fights off a crowd of women using martial arts, all while dressed head-to-toe in On’s latest apparel offerings.
In the narrative of the ad, Zendaya ultimately manages to escape the physical pursuit, only to be immediately met with a different kind of opponent at the conclusion of her journey. The dynamic short film is further supported by a parallel print and digital still photography campaign shot by renowned photographer Cass Bird, capturing the aesthetic and functionality of the new co-designed pieces in a range of striking visual settings.
This latest collaboration builds upon the partnership previously established between On and the multi-talented actress and fashion icon. As On continues to scale its presence in the global footwear and apparel market, collaborations with cultural figures of Zendaya’s magnitude have become a cornerstone of its marketing and brand-positioning efforts. By aligning with a prominent voice in contemporary fashion and entertainment, the Swiss sportswear brand aims to strengthen its resonance within the highly competitive lifestyle and women’s athletic segments.
The timing of the release comes as On aggressively expands its market share, seeking to carve out a larger dominant space traditionally held by legacy sportswear behemoths. Through a blend of technical performance innovation and lifestyle-driven design, the brand hopes that collections co-created with influential partners will serve as a primary catalyst for attracting trend-conscious consumers who prioritize both style and athletic utility.
The new apparel and footwear pieces featured in the second co-designed collection are rolling out globally through On’s retail channels and digital platforms, supported by the extensive rollout of the Pantera-directed short film and Cass Bird’s photography.
