Zendaya stars in an action film from On: the collection's second release

The choice of the "action film" format reflects On's strategy for reaching a young audience. Instead of traditional catalog shoots, the brand is betting on narrative advertising featuring a global star: Zendaya doesn't just present the collection but serves as a co-designer. This is already the second joint project between the brand and the actress — the first showed that this model of collaboration resonates with customers.

Competition for the women's segment in sports retail has intensified in recent years. Nike and Adidas have historically dominated the market, but challenger brands — On, Hoka and others — are steadily taking share through design, technology and media collaborations. The partnership with Zendaya, whose audience consists primarily of women aged 18–34, directly serves this plan.

For On, this is part of a broader expansion: the company, which started with running shoes, is growing its apparel line and aims to transform from a niche footwear maker into a full-fledged sports brand in the lifestyle segment. The collections with Zendaya are meant to accelerate this transition and cement the brand's association with youth culture.

The new line is already available to customers. The brand's bet on cinematic presentation can be seen as a continuation of a trend: more and more sports companies are investing in short advertising films with Hollywood-level production, abandoning standard spots.

On has not yet disclosed the launch's sales results. However, the very fact of a second release suggests the first collaboration met expectations: the brand kept the partnership and scaled up the campaign, bringing in internationally renowned directors and well-known photographers.