On's Zendaya partnership enters second season with global pop-up strategy

Zendaya’s partnership with On is getting a new chapter on Thursday. The actress and the Swiss sportswear brand unveiled their second co-created collection, along with an action movie-inspired campaign directed by Argentinian trio Panter, and a global pop-up strategy.

The collection, developed with Zendaya’s longtime collaborator and stylist Law Roach, expands On’s lifestyle wardrobe with oversized crewnecks and sweatpants featuring ruching and bungee cord detailing. The highlights of the selection are a custom python print, present throughout different items, and a new Cloudnova Moon in a new Mary Jane-inspired silhouette.

“Each season we’re elevating everyday basics. With this collection, we had fun with a python print that acts like a modern camo,” Zendaya said in a statement. “Our work with On has always been about pushing what sportswear can look and feel like. For this collection we brought our personality and love of print to technical fabrics, designing pieces to make you feel good when you move in them,” Roach added.

The campaign stars Zendaya moving through choreographed scenes. The film is accompanied by stills photographed by Cass Bird.

“Cinematic storytelling has been a cornerstone of our partnership with Zendaya from the start,” said Alex Griffin, On’s chief marketing officer. “We’ve always wanted to create work that goes beyond traditional advertising - building worlds that entertain, surprise and invite people in. This latest chapter takes that ambition somewhere new, while keeping movement at the heart of the story.”

On will also host immersive retail pop-ups in Los Angeles, Paris, Tokyo and Chengdu, to give customers the chance to experience the new collection.

Zendaya signed with On as a brand partner in June 2024. The company's ambassador roster has since been through a few changes, including the arrival of Kylian Mbappé, who signed with On in September after 20 years with Nike.