- Sportswear brand On Running has named Zendaya as brand partner as a part of a multiyear deal with the “Challengers” star, in keeping with a press release.
- The mononymous actress and singer leads a recent ad campaign, “Dream Together,” where she shares inspirational narration as a troupe of dancers decked out in On gear perform expressively on a running track. Messaging emphasizes that sport and movement can bring people of various backgrounds together.
- Zendaya, who claims to be a long-time On fan, will collaborate on the designs of future On collections while the corporate’s website is currently promoting ready-to-wear edits curated by the celebrity. Nabbing a trendsetter like Zendaya could give On further momentum as legacy sportswear rivals struggle with growth.
Founded in 2010, Switzerland-based On has risen to change into a sportswear disruptor with products that boast lightweight, comfortable designs and a sustainability minded ethos. The brand is seeking to shore up its positioning with a multiyear partnership with Zendaya, a significant star of the moment due to her roles in TV and movies like “Dune: Part Two” and “Euphoria.” In “Challengers,” a recent critical hit, Zendaya portrays a tennis pro turned coach.
Outside of the screen, the actress is thought for her fashionable looks, that are put along with help from stylist Law Roach. The ambassador tie-up could give On some extra credibility beyond sports apparel with tastemakers who’ve gravitated toward streetwear and athleisure. On earlier this yr teamed with singer-songwriter and dancer FKA Twigs on a training collection set to debut for the fall-winter season.
The Zendaya pact kicks off with an inspiration-focused “Dream Together” campaign that features a video short directed by C Prinz. A message of unity through sports and movement anticipates global sporting events just like the Summer Olympics in Paris later this yr. Along with appearing in advertisements, Zendaya will help On “reimagine” products and aid with the event of future collections, per the discharge.
On has expanded quickly since its launch and is today sold in over 60 countries. Parent On Holding went public in 2021 and has performed well of late. It beat analyst expectations in Q1, with revenue up nearly 20% yr over yr to $561 million.
“Looking ahead, we’re extremely excited for the months to return, crammed with groundbreaking innovations, big partnerships, and the chance to have a notable impact in Paris this summer,” said Martin Hoffmann, co-CEO and CFO, across the May earnings report.
Other emergent names in sportswear have been ramping up their marketing as legacy brands like Nike and Adidas face fresh business pressures. Deckers Brands-owned Hoka, a running shoe maker known for its extra-chunky designs, kicked off a large global campaign last yr after surpassing $1 billion in sales.
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