Swiss sportswear brand On debuts its most creative campaign yet, “Zone Dreamers,” starring Zendaya in a retro-futuristic sci-fi narrative that showcases new products and emphasizes confidence and teamwork.
Swiss sportswear brand On is launching a new advertising campaign featuring actress and brand ambassador Zendaya, marking its most ambitious creative effort to date. The campaign, titled “Zone Dreamers,” presents a fictional, retro-futuristic film trailer set in outer space, where Zendaya stars as the protagonist embarking on an interstellar mission alongside a close-knit crew. This visual narrative draws inspiration from 1970s sci-fi aesthetics, performance art, and retro-futurism, with direction from visual artist Nadia Lee Cohen.
Zendaya, known for her roles in popular series like Euphoria and the film Challengers, delivers a powerful message of self-confidence in the ad. In a key moment, she gives herself a pep talk in the mirror, saying, “You can do anything. You can be anyone.” The story emphasizes not only individual confidence but also the strength that comes from camaraderie and support within a team.
The campaign also highlights two new product offerings from On: the Cloudzone sneaker and the Studio Knit Bodysuit. Both items reflect the brand’s ongoing expansion into the lifestyle segment beyond its established reputation in performance footwear and apparel. Fashion stylist Law Roach and jewelry designer Chris Habana contributed to creating custom spacesuits and accessories worn by Zendaya and the cast, further enhancing the campaign’s distinctive visual style.
Alex Griffin, chief marketing officer at On, described the project’s creative ambition in a statement, saying, “Working with Zendaya, alongside Nadia Lee Cohen and Law Roach, allowed us to push the limits of creative storytelling. We built a world that feels surreal yet deeply human–where movement becomes a metaphor for confidence, connection, and creative possibility.”
Zendaya’s involvement with On began last year with a multiyear partnership that includes product development, global promotion, and creative campaigns. Previous collaborations showcased her talents in a choreographed dance ad and a face-off with tennis icon Roger Federer, an early investor in On.
This collaboration is part of On’s broader strategy to capture the attention of Gen Z consumers, a demographic that has increasingly influenced the sportswear market. Founded in 2010, the Swiss company has targeted the competitive spaces traditionally dominated by brands like Nike and Adidas. On recently reported a 29.4% increase in net sales, reaching $2.61 billion in 2024, and projects net sales to rise to $3.31 billion this year. By contrast, Nike and Adidas have both faced warnings about slower growth and challenges in their business operations.
On’s foray into lifestyle products and partnerships with cultural figures like musician FKA Twigs demonstrate the brand’s commitment to innovation and market growth. The “Zone Dreamers” campaign exemplifies this direction by blending bold creative storytelling with product promotion, positioning On as a significant player in the evolving sportswear landscape.
Source: Noah Wire Services
