The spot is Zendaya’s follow-up to her first creative outing with the brand, a cinematic 60-second film that launched last month. The video—a striking homage to movement with some Busby Berkeley-style choreography tossed in—announced her newly inked relationship with On.
“It’s no secret that I’ve been a big fan of On for a long time,” she said in June. “I’m always wearing them on set or when I’m traveling, rehearsing or running around with my dog.” She called the alliance “a full-circle moment.”
The brand promised to pair Zendaya with “new and distinctive voices,” with “more stories to come.”
On has amped its marketing lately, aiming to broaden its appeal to Americans beyond hard-core athletes and lean further into its lifestyle aspirations. The move comes as legacy players like Nike and Adidas have struggled and U.S. sales have cooled, while smaller companies such as On, Hoka, Asics and Salomon are gaining ground.
