Sportswear brand On kicks off the latest chapter of its buzzy partnership with Zendaya with the pair’s first co-created shoe.
On collaborated with the Challengers star and her longtime stylist, Law Roach, to design the shoe, called the Cloudzone Moon. The sneaker is an update to On’s Cloudzone silhouette and part of its lifestyle range.
To debut the sneaker, On is rolling out another campaign fronted by Zendaya, who shows off other apparel from the brand’s Fall/Winter 2025 collection. Roach also styled the looks worn in the ad.
“Be Every You” follows Zendaya through scenes that represent different facets of her identity, including romantic, rebellious, calm, and chaotic. She narrates the spot and reflects on themes such as freedom and duality.
Filmmaker Bardia Zeinali directed the spot, and photographer Emily Lipson shot the images.
The campaign and new collection launch today (Aug. 7). Another footwear design not created with Zendaya, the Cloudtilt Moon, will drop on Oct. 2.
On cemented its multi-year partnership with Zendaya last year in a deal that spans product development, global promotions, and creative campaigns. Since then, ads have seen the Euphoria star lead a choreographed dance, challenge tennis champion Roger Federer, and travel into space.
The fast-growing Swiss company reported net sales rose 43% to $901 million in the first quarter of 2025. It is due to report second quarter results on Aug. 12.
While edging in on the turf of legacy competitors like Nike and Adidas, On is also expanding in the lifestyle category and began a partnership with music artist FKA Twigs last year.