Celebrity Name: Zendaya
Brand Name: On
Deal Type: Multi-year global brand partnership + co-created collection
Announced: April 9, 2026
Impact: Zendaya’s first full co-designed footwear + apparel line with On; deepens On’s push beyond performance into lifestyle/womenswear; anchored by a Spike Jonze campaign film
- Zendaya and On have unveiled their first co-created collection of footwear and apparel, launched April 9, 2026, marking the deepest creative chapter yet in their multi-year brand partnership.
- The seven-piece collection features elevated sports and loungewear, including ribbed tank tops, parachute pants, and a new running shoe, the Cloudnova Moon, officially available to shop on the On website starting April 16.
- The campaign comes to life through a three-minute cinematic film titled “Shape of Dreams,” written and directed by Academy Award-winning filmmaker Spike Jonze, set inside an imaginary world called The Dream Lab.
- Zendaya first announced a multi-year partnership with the sportswear brand in 2024, describing herself as a longtime fan who wore the shoes on set, while traveling, and while rehearsing.
Zendaya just leveled up her partnership with Swiss sportswear brand On, and this time, she didn’t just model the clothes. She helped design them.
Developed in close collaboration with On’s design team and longtime stylist Law Roach, the collection balances performance and personal style through refined silhouettes, color, and texture.
Pieces include ribbed tank tops, ribbed T-shirts, half-zip anoraks, coach jackets, drawstring midi skirts, parachute pants, and Bermuda shorts, woven together by a shared focus on function and form.
The collection also introduces a new shoe, the Cloudnova Moon, and drops officially on April 16 online, in On stores, and at select retailers globally. It’s the latest milestone in a partnership that began in 2024 and has included the “Be Every You” and “Zone Dreamers” campaigns.
This time, with Oscar-winning director Spike Jonze behind the lens, the creative stakes are higher than ever. The three-minute campaign film, “Shape of Dreams,” is set inside Zendaya’s imagined design world, The Dream Lab, where silhouettes evolve, materials shift, and outfits stretch and shrink.
Just as Tom Holland partnered with Vuori and Cynthia Erivo teamed with Brooks Running, this deal shows how premium sportswear brands are increasingly betting on culture-first celebrities to crossover from performance to lifestyle markets.
Beyond On, Zendaya continues to anchor Louis Vuitton as a brand ambassador, starring in the house’s 2026 Monogram anniversary campaign. On’s other major endorsement partners include investor and ambassador Roger Federer and FKA Twigs, who fronted a training collection for the brand.
The Zendaya collection is a key part of On’s strategy, with 10 percent of new customers now discovering the brand through apparel. The goal is to build a complete sportswear brand, and an apparel collection from Zendaya is well-positioned to accelerate that push.
On the screen, 2026 is a packed year for Zendaya, with A24’s “The Drama” alongside Robert Pattinson, the long-awaited third season of “Euphoria,” and a full slate of major film releases, making this campaign drop at a moment of peak cultural visibility.
Takeaways
Zendaya and Law Roach stepping in as co-designers signals a meaningful shift in how On wants to be seen: not just a running shoe, but a full lifestyle brand with genuine creative DNA. The Spike Jonze film is the kind of campaign investment that says, we’re not just in sportswear anymore.
And with Zendaya also starring in Louis Vuitton’s global Monogram anniversary campaign in 2026, brands are clearly competing for her at the highest tier of cultural endorsement.
Does co-designing a collection make a celebrity partnership more credible or is it still mostly marketing? Can On successfully compete with Nike and Adidas in lifestyle/womenswear, or is it better off staying in its performance lane?
