Swiss sportswear brand On has revealed the second collection developed with actor and brand partner Zendaya, extending its crossover into fashion-led performance and lifestyle apparel. The new release is supported by a cinematic marketing campaign and a series of international retail pop-ups.
Sportswear meets fashion
Created in collaboration with Zendaya’s longtime stylist Law Roach, the collection explores relaxed silhouettes and expressive styling. Oversized crewnecks and sweatpants incorporate ruched finishes and bungee-cord details, while a python-inspired print appears across several pieces.
One of the standout footwear designs is the Cloudnova Moon, presented in a Mary Jane-inspired silhouette. The launch illustrates how On is developing its lifestyle offering alongside the performance running shoes for which the brand is best known.
A cinematic global campaign
The accompanying campaign, directed by Argentine creative trio Panter, features Zendaya in choreographed action sequences. Rather than focusing solely on product specifications, the campaign uses storytelling and movement to connect the new range with a broader audience.
On has worked with Zendaya since 2024, building a partnership that reaches beyond conventional sports endorsement into collaborative design and creative direction.
Pop-ups bring the collection to shoppers
Immersive pop-up retail experiences are planned for Los Angeles, Paris, Tokyo and Chengdu. The international programme gives customers an opportunity to encounter the collection in person while reinforcing the brand’s positioning at the intersection of movement, design and contemporary fashion.
Why this matters to running retailers
For specialist running retailers, the launch is a reminder that leading performance brands increasingly compete for attention through lifestyle collections and experiences as well as technical innovation. While the Zendaya collaboration is not positioned as a dedicated running range, the brand visibility it generates may influence how shoppers discover On and engage with its wider footwear offering.
The strategy also demonstrates the role of temporary retail spaces, creative partnerships and experiential launches in building awareness beyond traditional advertising.
Source: FashionUnited, 1 October 2026.
