From Vuitton to On: Zendaya is On Running’s latest ambassador

Sign up to receive the Vogue Business newsletter for the latest luxury news and insights, plus exclusive membership discounts. On Running has a new player in the mix. The fast-growing Swiss sportswear brand has signed megastar Zendaya, for a multi-year creative partnership on collections, campaigns and content around movement and well-being, the company announced today. “We’ve been massive admirers of Zendaya’s ability to inspire a generation and dream big. We can’t think of a better partner to help us grow, evolve and connect with people around the world than Zendaya,” On co-founder David Allemann said in a statement. It’s a far cry from Zendaya’s previous ambassadorship with Valentino (2020 to 2023) and current partnership with Louis Vuitton, underlining the growing affinity between luxury and sport as we move towards the LVMH-sponsored Olympics this summer. “It’s no secret that I’ve been a big fan of On for a long time,” Zendaya said in a statement. “I’m always wearing them on set, or when I’m travelling, rehearsing or running around with my dog. So it’s a full-circle moment to make this partnership official.” On’s multi-pronged strategy reflects a fresh approach to sportswear marketing, one that bridges sport, fashion and culture, as these spaces deepen their ties. Instead of taking the Kardashian and Hailey Bieber route like Alo — or the athletes route like sportswear incumbents Nike and Adidas — On is carving out a new space at this intersection. It’s one that’s sure to draw many more eyeballs than the either/or. By enlisting Zendaya at a moment when tennis-mania hits its peak, and in the wake of what felt like one of cinema’s buzziest press tours, On is also cementing itself as a player in the Challengers fashion multiverse. Zendaya paired her On sneakers with an Alaïa dress during the Challengers press tour, while Mike Faist was spotted wearing them in the film. On also has a long-standing collaboration with Jonathan Anderson’s Loewe, now in its fourth edition, including apparel, which launched last month. Anderson designed the costumes for Challengers. Loewe also dropped $330 “I Told Ya” tees, like the ones Zendaya and Josh O’Connor wear in the movie, after Zendaya wore one to a New York screening. Further entrenching itself in this zeitgeist, On is now making good on its promise to up its tennis game. In December 2023, On Running co-CEO Marc Maurer told Vogue Business that he planned to invest more heavily in tennis and racquet sports, while pushing further into apparel. (Belgian fashion designer Tim Coppens joined On in 2022.) Then, Challengers hit, and tennis fashion took off more than ever. During the Challengers press tour, Zendaya’s ‘tenniscore’ looks won big, raking in media impact values (MIV) in the hundreds of thousands to millions, per single look. Her Loewe tennis ball dress raked in $8.8 million; the custom Louis Vuitton garnered $5.5 million; and Thom Browne’s all-white look generated an MIV of $2.8 million, according to Launchmetrics. When Zendaya attended Louis Vuitton’s Spring/Summer 2024 show last September, she generated almost 40 per cent of the total MIV for the brand, totalling $14.5 million. Now, as Zendaya brings her star power to the premium space as well as luxury, one can only imagine what a years-long partnership will generate for On. In the first 48 hours since the campaign dropped, it generated $3.5 million in MIV, according to Launchmetrics. The top social placement came from Roger Federer, valued at $401 thousand. The sports brand planted the tennis seed when signing Roger Federer back in 2019, and launched ‘The Roger’ (its first tennis shoe) in 2021 — the same year Federer invested in the company (On has never confirmed the investment sum or stake). Since, players Ben Shelton, Iga Świątek and João Fonseca have all signed on as ambassadors for the brand. In Zendaya, On finds its first non-athlete, celebrity partner. But it’s a celeb who has found herself (or rather, placed herself — with the help of her team, including stylist Law Roach) at the very centre of the public’s perception of the sport. By tapping an actor, rather than an athlete, On leaves flexibility concerning the direction the partnership can take. It launches with a short film titled Dream Together, directed by C Prinz. Filmed on a track, this first project delves into the ideas around sport and connection, in anticipation of the world’s audience coming together for the Olympic Games come July. “I owe so much to the people around me for getting me to where I am and this film recognises and appreciates those who support and uplift us every day,” Zendaya said. “I think this feeling of collaboration and inclusiveness shines through in what we’ve created.” Comments, questions or feedback? Email us at feedback@voguebusiness.com. More from this author: PVH Q1 revenues down 10% as Europe lags — but beats guidance Women have two types of underwear. Cou Cou wants to bridge the gap Bag charms and brooches are back as luxury’s new entry point

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