The Cinematic Pivot: Zendaya and On Challenge the Sportswear Status Quo with Second Collaborative Collection

October 1, 2024 — In an era where the lines between high-fashion, performance athletics, and cinematic storytelling are increasingly blurred, the Swiss sportswear brand On has unleashed its latest strategic weapon. Today, the company debuted its second co-designed collection with global icon Zendaya, supported by a high-octane, action-movie-inspired campaign that signals a definitive shift in the brand’s marketing trajectory.

As On seeks to aggressively expand its footprint among younger female consumers and chip away at the market dominance of legacy giants like Nike and Adidas, this collaboration represents more than a mere celebrity endorsement. It is a calculated move to position the brand at the intersection of technical excellence and cultural relevance.

Main Facts: A High-Stakes Cinematic Launch

The center-piece of the new release is a short film directed by the acclaimed Argentinian creative trio, Pantera. Eschewing the traditional "sweat-and-grit" tropes of athletic advertising, the campaign adopts the visual language of a stylized action blockbuster.

In the film, Zendaya is seen navigating an urban landscape in a high-stakes chase sequence. Dressed head-to-toe in the new On collection, she utilizes martial arts to fend off a coordinated crowd of pursuers, demonstrating the apparel’s flexibility and durability under extreme (albeit fictional) pressure. The campaign concludes on a cliffhanger, with Zendaya escaping her initial pursuers only to be confronted by a new, mysterious opponent.

The film is complemented by a series of high-fashion stills captured by renowned photographer Cass Bird, known for her ability to blend intimacy with commercial polish. The collection itself emphasizes a "lifestyle-meets-performance" aesthetic, featuring technical fabrics tailored into silhouettes that transition seamlessly from the gym to the street—a key requirement for the Gen Z and Millennial demographic On is targeting.

Chronology: From Niche Running to Global Cultural Force

To understand the weight of this launch, one must look at the rapid evolution of the On brand and its partnership with Zendaya.

The Swiss Origins (2010–2020)

Founded in Zurich in 2010 by Olivier Bernhard, David Allemann, and Caspar Coppetti, On began as a niche brand for serious runners. Its proprietary "CloudTec" cushioning technology won over the marathon community, but the brand remained largely unknown to the general public.

The Federer Factor and IPO (2019–2021)

The brand’s profile skyrocketed in 2019 when tennis legend Roger Federer joined as a partner and investor. This move preceded a successful IPO in 2021, which provided the capital necessary for On to expand beyond footwear into comprehensive apparel lines.

The Zendaya Partnership (Early 2024–Present)

In June 2024, On announced Zendaya as a multi-year brand partner. Unlike traditional "faces" of a brand, Zendaya was brought on as a creative collaborator. The first campaign, directed by the legendary Spike Jonze, took a surrealist, dream-like approach to movement.

The transition from Jonze’s surrealism to Pantera’s action-focused cinematography in just four months demonstrates the brand’s desire to showcase the versatility of its products. While the first collection established the "vibe," this second collection focuses on the "utility"—the idea that On gear can withstand the rigors of an active, fast-paced life.

Supporting Data: The Battle for the Female Consumer

The partnership with Zendaya is a direct response to shifting market dynamics in the $300 billion global sportswear industry.

The "Nike Slump"

Nike, the long-standing industry leader, has faced a challenging 2024, characterized by lowered revenue forecasts and a perceived lack of innovation in its lifestyle segments. This has created a vacuum that "challenger brands" like On and Hoka are eager to fill. According to market analysts at TD Cowen, On’s brand momentum among female shoppers has seen a 25% year-over-year increase in brand awareness since the Zendaya partnership was first teased.

Financial Trajectory

In its Q2 2024 earnings report, On reported a 27.8% increase in net sales, reaching roughly $630 million (CHF 567.7 million). Crucially, the apparel segment—which includes the Zendaya collection—has been one of the fastest-growing categories for the brand, though it still represents a smaller portion of total revenue compared to footwear. By leveraging Zendaya’s 180 million+ Instagram followers, On aims to accelerate apparel sales to match its footwear success.

The Power of Zendaya

Zendaya’s influence on retail is often referred to as the "Zendaya Effect." Following her appearance in the film Challengers, searches for "tennis-core" and pleated skirts spiked by over 150% on fashion discovery platforms like Lyst. On is betting that her endorsement of "action-ready" technical wear will trigger a similar shift in consumer behavior toward premium, high-performance apparel.

Official Responses: A Vision of "Moving Together"

While the brand has kept specific sales targets for the collection confidential, executives have been vocal about the creative philosophy driving the collaboration.

David Allemann, Co-Founder of On, previously noted that the partnership with Zendaya is designed to "reimagine the future of movement." In a statement regarding the new cinematic campaign, the brand emphasized that the goal was to "break the mold of traditional sports marketing by blending the thrill of cinema with the precision of Swiss engineering."

Zendaya has also commented on the evolution of her role with the brand, stating in a recent press release: "Working with the On team on this second collection was about pushing the boundaries of what performance gear can look like. We wanted something that felt cinematic and strong, but also something people would actually want to wear all day, regardless of whether they’re running or just navigating their own busy lives."

The creative team at Pantera added that the choice of an action-movie theme was intentional: "We wanted to showcase Zendaya’s athleticism in a way that felt modern and unexpected. The urban chase is a metaphor for the pace of modern life, and On’s apparel is the armor that allows her to navigate it with grace."

Implications: The Future of the "Challenger Brand"

The success or failure of the Zendaya x On collaboration will have significant implications for the broader retail landscape.

1. The Decline of the Traditional Athlete Endorsement

For decades, the sportswear playbook was simple: sign the world’s best athletes. However, the On-Zendaya partnership suggests that cultural icons now hold as much—if not more—sway than professional athletes in the lifestyle-performance segment. As consumers increasingly view their workout gear as part of their daily "uniform," the ability to bridge the gap between Hollywood and the gym is becoming a critical competitive advantage.

2. The Premiumization of Athleisure

On’s pricing strategy remains firmly in the premium category. By aligning with Zendaya—who is frequently associated with luxury houses like Louis Vuitton and Bulgari—On is reinforcing its position as a "prestige" athletic brand. This allows the company to maintain high margins even as it scales, avoiding the "race to the bottom" on pricing that plagues mid-tier retailers.

3. Expansion into "Total Look" Retail

Historically, On was a "shoe company." This second Zendaya collection proves the brand is serious about becoming a "total look" destination. If On can successfully convince consumers to buy $100 leggings and $150 jackets alongside their $160 sneakers, their revenue-per-customer will skyrocket, posing a legitimate long-term threat to Lululemon and Nike’s apparel divisions.

4. The Upcoming ADWEEK House Spotlight

The timing of this launch is strategic, falling just days before ADWEEK House: Advertising HQ in Midtown (Oct. 5–8). Industry leaders in commerce and media are expected to dissect the On-Zendaya campaign as a case study in modern brand-building. The conversation will likely center on how "unscripted connections"—the theme of the ADWEEK event—are being utilized by brands to create authentic engagement in a fragmented digital landscape.

Conclusion

With the release of her second collection, Zendaya has solidified her role not just as a face of On, but as a pivotal architect of its modern identity. The "Action" campaign is a bold statement of intent: On is no longer content with being the favorite shoe of marathon runners; it wants to be the brand of choice for the global cultural vanguard.

As the "urban chase" continues, the industry will be watching closely to see if On can maintain its sprint and eventually overtake the giants that have dominated the track for decades. For now, with Zendaya leading the way, the brand seems to have found its stride.