• Zendaya’s directorial role in ‘Zone Dreamers’ marked a shift from traditional endorsements to creative leadership—her campaign trailer for On Running generated over 19 million TikTok views in 72 hours.
• On’s entry into cinematic storytelling with Zendaya supports its brand expansion beyond performance running gear; UK athleisure sales rose 18% in 2023, with 64% of consumers under 35 valuing style as much as utility (Mintel, Drapers).

Zendaya and On: A Growing Collaboration

This isn’t Zendaya’s first move with On. She was announced as a partner earlier in 2024, marking her entry into performance fashion. The partnership came at a time when On was investing in expanding its lifestyle offerings beyond elite running shoes.

Zendaya’s influence extends beyond her screen roles. Known for making considered, creative choices—from press appearances to product alignments. Her decision to co-create a campaign from concept to execution with On signals more than a one-off appearance.

What does this mean for your brand if you’re watching from the sidelines? Celebrity campaigns are shifting from front-of-pack endorsements to collaborative storytelling.

Campaign Overview

• The campaign debuted as a 90-second fictional trailer titled ‘Zone Dreamers’.
• Zendaya appears as a commander navigating space-like terrain with a close-knit team.
• Directed by Nadia Lee Cohen, the film blends sci-fi with modern design.
• Styled by Law Roach, known for merging drama with detail.

The trailer is not just visual—it’s immersive. It speaks to a generation used to watching, swiping, and deciding within seconds. It presents not just a product but a world.

Product Focus: Cloudzone and Studio Knit Bodysuit

The Cloudzone Sneaker is the campaign’s hero footwear. Built with On’s signature CloudTec® technology, it combines performance foam and a sleek profile. It’s designed for light movement, all-day wear, and urban agility.

The Studio Knit Bodysuit is made with stretch-engineered fabric and a seamless knit, delivering a streamlined look with flexibility. It’s designed to move with the body, whether in studio settings or everyday transitions.

Both pieces feature neutral tones and sculpted shapes, echoing the retro-futurist world of the campaign.

If you’re in retail or product development, note how few SKUs were introduced. Focus brings clarity.

Why This Launch Matters Globally

Zendaya’s influence isn’t confined to a single geography. Her work resonates across fashion, entertainment, and sport on a global scale. With ‘Zone Dreamers’, On is entering a broader conversation—not just about athletic wear, but about where pop culture, performance, and identity meet.

From Tokyo to Toronto, performance fashion is being redefined by those who wear their values as clearly as their clothes. One is recognising this shift and meeting it with intent. The campaign was translated into multiple languages. It featured creatives from diverse markets. The design of the collection reflects an international mindset—minimal, mobile, and future-facing.

This is not just a campaign drop. It’s a signal to a global audience that On is not only engineering sneakers; it’s building cultural moments.

Storytelling in the Spotlight

What makes ‘Zone Dreamers’ stand out isn’t the product—it’s how it’s introduced.

Zendaya’s involvement in the concept gives it cohesion. Her acting background lends credibility to the mini-narrative. The visual tone, casting, and sound design elevate the piece into something rewatchable, not just an ad.

Ask yourself: When was the last time you watched a fashion campaign twice?

For UK brands or agencies, the key takeaway might be how small-format films can unlock deeper audience connection.

The Zendaya Factor

Zendaya’s creative control matters here. It reflects a new mode of celebrity-brand partnership:

• Not just the face of the product
• Contributor to the campaign structure
• Director of tone, wardrobe, and energy

Zendaya’s reputation for fashion credibility, backed by her consistent relationship with Law Roach, gives the campaign more edge.

For example:

• At the Venice Film Festival, Zendaya wore archival Balenciaga.
• Her promotional circuit for “Dune” included coordinated visuals across press, fashion, and social platforms.

This multi-channel discipline translates directly into how the Zone Dreamers campaign plays.

Retail and Rollout in the UK

In-store activations are expected in London and Manchester.

Pop-ups or interactive windows may launch with touch-activated display screens showing campaign footage.

UK fitness influencers and stylists are likely to feature the product in seasonal hauls.

Retailers planning to stock this collection include:

• Selfridges
• END.
• On’s stores and online portal

What’s Coming Next

Given the rapid engagement numbers, extensions of the collection seem likely.

• Alternate colourways of the Cloudzone
• A possible second film episode
• Maybe a longer-form editorial collaboration or behind-the-scenes series

Zendaya’s continued creative leadership will be key to keeping momentum.

If you’re building a brand, this should make you ask: Is your ambassador just wearing your product or helping you build the narrative?