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Dive Brief:
- Sportswear brand On Running has named Zendaya as brand partner as part of a multiyear deal with the “Challengers” star, according to a press release.
- The mononymous actress and singer leads a new ad campaign, “Dream Together,” where she shares inspirational narration as a troupe of dancers decked out in On gear perform expressively on a running track. The messaging emphasizes that sport and movement can bring people of different backgrounds together.
- Zendaya, who claims to be a long-time On fan, will collaborate on the designs of future On collections while the company’s website is currently promoting ready-to-wear edits curated by the celebrity. Nabbing a trendsetter like Zendaya could give On further momentum as legacy sportswear rivals struggle with growth.
Dive Insight:
Founded in 2010, Switzerland-based On has risen to become a sportswear disruptor with products that boast lightweight, comfortable designs and a sustainability minded ethos. The brand is looking to shore up its positioning with a multiyear partnership with Zendaya, a major star of the moment thanks to her roles in TV and films like “Dune: Part Two” and “Euphoria.” In “Challengers,” a recent critical hit, Zendaya portrays a tennis pro turned coach.
Outside of the screen, the actress is known for her fashionable looks, which are put together with help from stylist Law Roach. The ambassador tie-up could give On some extra credibility beyond sports apparel with tastemakers who have gravitated toward streetwear and athleisure. On earlier this year teamed with singer-songwriter and dancer FKA Twigs on a training collection set to debut for the fall-winter season.
The Zendaya pact kicks off with an inspiration-focused “Dream Together” campaign that includes a video short directed by C Prinz. A message of unity through sports and movement anticipates global sporting events like the Summer Olympics in Paris later this year. Along with appearing in advertisements, Zendaya will help On “reimagine” products and aid with the development of future collections, per the release.
On has expanded quickly since its launch and is today sold in over 60 countries. Parent On Holding went public in 2021 and has performed well of late. It beat analyst expectations in Q1, with revenue up nearly 20% year over year to $561 million.
“Looking ahead, we’re extremely excited for the months to come, filled with groundbreaking innovations, big partnerships, and the opportunity to have a notable impact in Paris this summer,” said Martin Hoffmann, co-CEO and CFO, around the May earnings report.
Other emergent names in sportswear have been ramping up their marketing as legacy brands like Nike and Adidas face fresh business pressures. Deckers Brands-owned Hoka, a running shoe maker known for its extra-chunky designs, kicked off a massive global campaign last year after surpassing $1 billion in sales.
via https://www.aiupnow.com
Peter Adams, Khareem Sudlow
