Zendaya Unveils Co-Created Collection with On, Signifying a Major Apparel Push and Evolving Brand Strategy

Swiss performance sportswear brand On has officially launched its highly anticipated co-created collection with global fashion icon Zendaya, marking a significant step in the brand’s strategic expansion into the apparel market. The collection, which spans a comprehensive range of athletic and lifestyle wear including tank tops, T-shirts, jackets, and pants, is brought to life through a visually compelling marketing campaign helmed by Academy Award-winning director Spike Jonze. This collaboration not only underscores On’s ambition to diversify its product offerings beyond its renowned footwear but also leverages Zendaya’s immense cultural influence to appeal to a broader, fashion-forward demographic, all amidst a notable leadership transition within the company.

The partnership between Zendaya and On commenced in 2024, positioning the multi-talented actress as a pivotal brand partner. The initial announcement of the co-created collection in March of 2025 generated considerable buzz, signaling On’s intent to intertwine high fashion with its performance-driven ethos. At the heart of this creative endeavor is Zendaya’s long-time collaborator and celebrated stylist, Law Roach, whose expertise in shaping Zendaya’s iconic public image has been instrumental in the collection’s design and aesthetic direction. This joint effort aims to craft pieces that are not only functional for active lifestyles but also effortlessly stylish and versatile for everyday wear.

Zendaya herself articulated the guiding philosophy behind the collection, stating, “It’s been so much fun to collaborate with Law and the On team on these essentials. We wanted to create pieces that feel versatile and easy to wear – styles that move with you across different moments. We started with the idea of making people feel confident and effortless, and we built everything out from there. Working with Spike Jonze brought that vision to life in a really special way – the world he created gave it a whole new dimension.” Her statement highlights a conscious effort to blend performance attributes with an approachable, confident aesthetic, a hallmark of modern activewear trends.

The Genesis of a Star-Powered Partnership

On, a brand that rapidly ascended to prominence on the strength of its innovative CloudTec cushioning technology in running shoes, has been steadily broadening its horizons. The decision to partner with Zendaya in 2024 was a clear indicator of its intent to transcend its niche as a specialist running brand and evolve into a comprehensive sportswear and lifestyle powerhouse. Zendaya, known globally for her roles in blockbuster films and television series, her impeccable fashion sense, and her influential presence across social media, brings an unparalleled level of visibility and credibility to the brand. Her association helps On tap into demographics that might not typically gravitate towards performance-focused athletic wear, introducing them to the brand’s quality and design principles through a trusted and admired figure.

The collaboration with Law Roach further solidifies the collection’s fashion credentials. Roach, a titan in the styling world, has been instrumental in crafting Zendaya’s sartorial identity, making her a red-carpet darling and a global style icon. His involvement ensures that the collection maintains a keen awareness of current fashion trends while adhering to On’s foundational commitment to comfort and performance. This synergy between a performance brand, a global superstar, and a renowned stylist creates a powerful narrative, promising products that are both technically sound and aesthetically desirable.

The marketing campaign, directed by the visionary Spike Jonze, known for his distinctive cinematic style and emotionally resonant storytelling, elevates the collection’s launch far beyond a conventional product announcement. Jonze’s involvement suggests a narrative-driven approach, likely focusing on the themes of movement, self-expression, and the seamless integration of the collection into diverse lifestyles, as hinted by Zendaya’s comments. This high-caliber creative direction is designed to capture attention and forge an emotional connection with consumers, making the collection not just about clothing but about an experience and a lifestyle statement. The accompanying video content, which likely forms a central part of Jonze’s campaign, visually articulates the versatility and spirit of the collection, reinforcing the brand’s message.

On’s Strategic Evolution and Market Ambitions

Alex Griffin, On’s chief marketing officer, characterized the collection as the "next chapter" in the brand’s evolving relationship with Zendaya. This designation is critical, signifying that the partnership is not a one-off endorsement but a foundational element of On’s long-term brand strategy. It underscores a commitment to sustained collaboration and a deeper integration of Zendaya’s influence into the brand’s identity.

While On initially garnered fame and a loyal following for its innovative running footwear, the brand has been strategically expanding its apparel assortment in recent years. This diversification is a crucial component of its growth strategy, allowing it to capture a larger share of the lucrative activewear market. The figures reflect the success of this pivot: the apparel category experienced a remarkable growth of over 75% in constant currency last year. This robust performance indicates that On’s design and marketing efforts in apparel are resonating with consumers, positioning the brand as a credible player beyond its footwear origins.

Overall, On’s financial performance in 2025 was impressive, with total sales surpassing 3 billion Swiss francs for the first time, equivalent to approximately $3.8 billion USD. This milestone highlights the brand’s rapid global ascent and its increasing footprint in the highly competitive sportswear industry. The success in apparel is a key driver of this overall growth, indicating a healthy diversification that mitigates reliance on a single product category. By expanding into apparel, On is directly competing with established giants like Nike, Adidas, and Lululemon, aiming to carve out its unique space by blending high performance with contemporary style and a distinct brand narrative.

The activewear market itself has witnessed sustained growth globally, driven by increased health consciousness, the blurring of lines between athletic wear and everyday fashion (athleisure), and a rising demand for versatile, comfortable, and stylish clothing. On’s strategic investments in apparel, particularly through high-profile collaborations like that with Zendaya, are designed to capitalize on these macro trends, positioning the brand for continued expansion and market relevance.

The Power of Celebrity Endorsements and Creative Partnerships

In the modern retail landscape, celebrity endorsements have evolved beyond simple sponsorships into deep, co-creative partnerships. Zendaya’s collaboration with On exemplifies this shift. Her involvement goes beyond merely modeling the clothes; she is an active participant in the design process, ensuring authenticity and a genuine connection to the collection. This approach resonates strongly with today’s consumers, who are increasingly discerning and seek genuine connections between brands and their ambassadors.

Zendaya’s global appeal, particularly among younger demographics, offers On a significant advantage. Her status as a fashion icon means that anything she wears or endorses immediately garners attention and trends. By co-creating a collection, she lends her imprimatur to the designs, enhancing their desirability and perceived value. This strategic alignment helps On elevate its brand image from a purely performance-oriented company to a lifestyle brand that embodies aspirational values of style, confidence, and versatility.

The inclusion of Spike Jonze in the marketing campaign further amplifies this effect. Jonze is celebrated for his ability to craft visually stunning and emotionally resonant narratives. His past works, ranging from critically acclaimed films to iconic music videos, demonstrate a unique capacity to capture the zeitgeist and translate complex ideas into accessible, engaging content. For On, engaging a director of Jonze’s caliber signals a commitment to premium branding and a desire to tell a sophisticated story about its products. It transforms the marketing from a mere advertisement into a piece of art, enhancing brand perception and cultural relevance. This blend of celebrity power, creative design, and artistic marketing is a potent formula for capturing market attention and driving sales in a crowded industry.

Navigating Leadership Transitions Amidst Growth

The launch of the Zendaya collection unfolds against a backdrop of significant leadership changes within On. Last month, CEO Martin Hoffmann announced his departure, effective May 1, less than a year after assuming the role of sole chief executive. This unexpected shake-up has prompted the return of On’s co-founders, David Allemann and Caspar Coppetti, who are set to take over as co-CEOs and board co-chairs.

Such a leadership transition at a rapidly growing company inevitably raises questions about future strategic direction and stability. However, the return of the co-founders, who were instrumental in establishing On’s core identity and vision, could be interpreted as a move to reinforce the brand’s foundational values and ensure continuity in its aggressive growth trajectory. Allemann and Coppetti’s intimate understanding of On’s DNA, its product innovation philosophy, and its market positioning will be crucial in steering the company through its next phase of expansion, particularly as it diversifies into apparel and strengthens high-profile partnerships.

The timing of the Zendaya collection launch, coinciding with this leadership shift, underscores the strategic importance placed on such collaborations. It suggests that these partnerships are considered central to On’s long-term vision, irrespective of changes at the top. The new leadership will likely continue to champion initiatives that expand brand reach, diversify product lines, and maintain On’s reputation for innovation and premium quality. The success of the Zendaya collection will serve as an early litmus test for the strategic direction under the renewed co-founder leadership, demonstrating their commitment to leveraging cultural relevance for commercial growth.

Broader Market Implications and Future Outlook

The entry of On, bolstered by its strong financial performance and high-profile collaborations, signals a dynamic shift in the activewear market. The brand’s ability to challenge established players is not merely based on technological innovation in footwear but increasingly on its comprehensive lifestyle offerings and astute marketing strategies. The Zendaya collection is a clear manifestation of this broader ambition.

From a competitive standpoint, this move intensifies the battle for market share in the premium activewear segment. Brands like Lululemon, known for their blend of performance and lifestyle apparel, will find another formidable competitor in On. The collection’s emphasis on versatility and effortless style directly targets the "athleisure" consumer, a demographic that values clothing that transitions seamlessly from workouts to social engagements.

For Zendaya, this collaboration further solidifies her position as a formidable force in the fashion and lifestyle industries. Moving beyond traditional acting roles, she is building a robust portfolio of entrepreneurial and creative ventures that leverage her personal brand to shape consumer trends. Her partnership with On is not just a commercial endorsement but a statement about her evolving influence as a creative director and tastemaker.

Looking ahead, the success of this collection will likely dictate the scope and frequency of future celebrity collaborations for On. If the collection performs well, it could inspire a new wave of partnerships, further cementing On’s status as a lifestyle brand. The company’s ongoing commitment to innovation, coupled with a sharpened focus on apparel and strategic brand alliances, positions it for continued growth and disruption in the global sportswear market. The "next chapter" with Zendaya, under the renewed guidance of its co-founders, is poised to be a pivotal one for the rapidly ascending Swiss brand.