On, Zendaya launch first co-created collection

Dive Brief:

On launched its first co-created collection of footwear and apparel with Zendaya, according to a press release.
The new collection includes ribbed tank tops, ribbed T-shirts, half-zip anoraks, coach jackets, drawstring midi skirts, parachute pants and Bermuda shorts. The grouping also includes Cloudnova Moon footwear, a reimagined design from the brand’s Cloudnova collection.
A stylized cinematic marketing campaign — Shape of Dreams — created by Academy Award-winning director Spike Jonze, launched last week. The collection will be available starting Thursday on the brand’s website, its retail locations and select retailers globally.

Dive Insight:

Zendaya has been a brand partner with On since 2024. The initial collection of women’s footwear and apparel, first announced in March of 2025, was co-created with Zendaya’s long-time collaborator and celebrity stylist Law Roach.

“It’s been so much fun to collaborate with Law and the On team on these essentials,” Zendaya said. “We wanted to create pieces that feel versatile and easy to wear – styles that move with you across different moments. We started with the idea of making people feel confident and effortless, and we built everything out from there. Working with Spike Jonze brought that vision to life in a really special way – the world he created gave it a whole new dimension.”

The collection marks the “next chapter” in the brand’s relationship with Zendaya, according to Alex Griffin, On’s chief marketing officer.

While the brand initially became known for its footwear, it has been growing its apparel assortment in recent years. The category grew more than 75% in constant currency last year. Overall sales for 2025 topped 3 billion Swiss francs for the first time (about $3.8 billion).

The company is also in the midst of a leadership change. Last month, CEO Martin Hoffmann announced he was stepping down, effective May 1 — less than a year after becoming the sole chief executive. On’s co-founders David Allemann and Caspar Coppetti are set to take over as co-CEOs and board co-chairs.