Global icon Zendaya is featured in a new ad for sportswear brand On, where she gives herself a pep talk in the mirror before embarking on an interstellar journey in a fictional film trailer. “Zone Dreamers” is the latest campaign from the brand, featuring Zendaya as the protagonist on a space mission with a supportive crew. The campaign emphasizes the importance of confidence from within and from your squad. The ad was creatively directed by visual artist Nadia Lee Cohen and features custom spacesuits designed by Law Roach and Chris Habana. The campaign promotes new products, including the Cloudzone sneaker and Studio Knit Bodysuit, as On continues to expand into the lifestyle space.
Chief marketing officer Alex Griffin praised the collaboration with Zendaya, Nadia Lee Cohen, and Law Roach for pushing the limits of creative storytelling and creating a surreal yet deeply human world. Zendaya’s multiyear deal with On includes product development, global promotion, and creative campaigns, targeting Gen Z consumers. On has been gaining ground on legacy sportswear brands like Nike and Adidas, reporting strong sales growth and forecasting continued success in the coming years. The brand has also partnered with music artist FKA Twigs as it expands into the lifestyle category.
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