Zendaya Takes Center Stage in Latest On Campaign

by · WWD

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Just call her Zendaya — action hero.

On Thursday, the actress unveiled her second cocreated collection with On through an action-movie-inspired campaign and short film.

Developed alongside her longtime collaborator and stylist Law Roach, the campaign uses the concept of an action film to put the latest collection through its paces. The two-minute film was directed by Pantera, an Argentinian trio, and shows Zendaya battling a large group of female adversaries determined to take her down. Roach even makes a cameo in the film to help her. But despite being severely outnumbered, like any good action hero, she ultimately perseveres.

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The film is accompanied by still images photographed by Cass Bird.

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“Cinematic storytelling has been a cornerstone of our partnership with Zendaya from the start,” said Alex Griffin, On’s chief marketing officer. “We’ve always wanted to create work that goes beyond traditional advertising — building worlds that entertain, surprise and invite people in. This latest chapter takes that ambition somewhere new, while keeping movement at the heart of the story.”

The collection includes oversize crewnecks and sweatpants with ruching and bungee cord details. A custom python print is featured on a bodysuit, a formfitting long-sleeve top and a half-zip anorak. The collection includes a new take on the Cloudnova Moon sneaker, introduced in a new mary jane-inspired silhouette with an engineered knit upper and speed laces. The shoe is available in three colorways.

“Each season we’re elevating everyday basics. With this collection, we had fun with a python print that acts like a modern camo,” said Zendaya.

“Our work with On has always been about pushing what sportswear can look and feel like,” Roach added. “For this collection we brought our personality and love of print to technical fabrics, designing pieces to make you feel good when you move in them.”

The campaign launches Thursday and the collection is available on the On website as well as in its stores globally. Pop-ups are also being installed in On stores in Los Angeles, Paris, Tokyo and Chengdu.

Zurich-based On brought the popular actress on board in 2024 as a brand partner and she began appearing in campaigns and codesigning a sneaker with Roach. Her first cocreated apparel collection for the company launched in April.