Zendaya and On launch campaign celebrating identity through movement
Zendaya and On launch “Be every you,” a campaign that reframes movement as a form of identity
Swiss sportswear brand On has partnered with Emmy-winning actress and producer Zendaya on a new global campaign called “Be every you”. The project spans a co-created sneaker, a lifestyle apparel line, and a high-concept short film designed to bring movement and identity into the same frame.
This is not just a celebrity collab slapped onto product packaging. Zendaya was involved creatively from the start, and the result is a campaign that positions movement as a form of personal expression. That framing has become increasingly relevant for modern audiences who don't just want gear for running or training, but for showing up in every version of themselves.
This article explores what the campaign delivers, why it’s a timely move for On in Southeast Asia, and what marketers can take away from the brand's layered storytelling approach.
Short on time?
Here is a table of content for quick access:
- What the campaign actually includes
- A campaign that understands modern influence
- Why the timing matters for On in Asia
- What marketers should know
Patrecia Meliana
What the campaign actually includes
At the center of the campaign is the Cloudzone Moon sneaker, co-designed by Zendaya herself. The shoe features a mesh upper for breathability, a structured heel for support, and On’s signature CloudTec cushioning for all-day wear. It is built to move with users across environments, not just in the gym or on a trail.
The apparel line supports that same idea of transitional movement. It includes lightweight bomber jackets, bodysuits, and coordinating track sets that are meant to move easily from studio to street.
A short film anchors the campaign. In it, Zendaya is seen rolling through grass and walking beside a canyon, wearing the collection while narrating an internal monologue about identity and societal expectations. She says:
“Too loud, too quiet, too much, not enough… Soft, strong, everything in between. I’m all of it. Be every you.”
A campaign that understands modern influence
To drive engagement across platforms, On also rolled out a reel on Instagram featuring Zendaya and her long-time stylist Law Roach. The two quiz each other in a playful friendship test that challenges binary labels like calm versus chaotic, or serious versus playful.
It is a clever social execution that echoes the larger campaign message. People don’t need to choose a single version of themselves, and movement is a way to access all of them.
Watch the Instagram video: Zendaya x Law Roach
Why the timing matters for On in Asia
The Zendaya campaign comes at a pivotal moment for On in Southeast Asia. The brand recently opened its first flagship store in Singapore at Jewel Changi Airport, in partnership with Gill Capital.
This high-traffic location positions On to capture a broader regional audience, especially among lifestyle-oriented consumers. The Zendaya campaign helps build awareness beyond performance circles by attaching emotional storytelling to product launches.
For marketers tracking brand expansion playbooks, this is a classic case of using cultural capital to warm up a new market before going deeper with performance and community tactics.
What marketers should know
Here’s what stands out about the Zendaya x On collaboration and why it’s worth studying:
1. Movement reframed as identity
Rather than position gear purely around function or performance, the campaign ties movement to emotional well-being and identity. That reframing makes the products relevant to broader audiences who might not identify as athletes but still value mobility and expression.
2. Deeper celebrity collaboration pays off
Zendaya wasn’t just a spokesperson. She co-designed the shoe and shaped the creative direction. That depth of involvement leads to more authentic campaigns and stronger fan engagement. If you’re investing in celebrity talent, push for genuine collaboration.
3. Multi-format storytelling for multi-channel reach
The campaign includes a cinematic short film and a lo-fi Instagram reel, both telling the same story in different styles. This is a smart move for brands trying to stay consistent across formats while meeting audiences where they are.
On’s “Be every you” campaign with Zendaya is not just a product launch. It is a statement about identity, freedom, and how people move through the world on their own terms.
For brand strategists, it’s a lesson in blending product, storytelling, and platform strategy into a cohesive launch that connects emotionally and scales digitally.
