Overview

• On’s 'Zone Dreamers' campaign, launched April 15, 2025, features Zendaya as the lead in a fictional interstellar film trailer celebrating courage, creativity, and connection.
• Directed by Nadia Lee Cohen and styled by Law Roach, the campaign employs retrofuturistic visuals inspired by 1970s sci-fi and performance art.
• The campaign introduces On’s new Cloudzone sneaker and Studio Knit Bodysuit, marking the brand’s continued expansion into the lifestyle market.
• Zendaya’s collaboration with On, which began in June 2024, reflects the brand’s strategy to engage Gen Z consumers through innovative storytelling and design.
• On positions itself as a challenger brand in the lifestyle space, leveraging its creative campaigns and partnerships to differentiate from legacy sportswear giants like Nike and Adidas.