Zendaya and On Running redefine movement in a cinematic odyssey
In a fusion of fashion, film, and athleticism, Swiss sportswear brand On has unveiled its most ambitious campaign to date: Zone Dreamers. Starring the ever-versatile Zendaya, this fictional film trailer transcends traditional advertising, delving deep into themes of confidence, community, and the transformative power of movement.
Directed by the acclaimed visual artist Nadia Lee Cohen, Zone Dreamers transports viewers to a surreal, retro-futuristic world where Zendaya leads a close-knit crew on a mission through space. Their journey is not just physical but symbolic, representing the courage and creativity that emerge when individuals move together.
"Zone Dreamers was such a joy to create," Zendaya shared. "This campaign is about courage, friendship, and the kind of trust that gives you the freedom to step outside your comfort zone and try something new."
The campaign's visual narrative is further enhanced by the styling of fashion visionary Law Roach and avant-garde jewelry designer Chris Habana. Their collaboration brings a retro-futuristic edge to the campaign, with custom-designed spacesuits and accessories that blur the lines between fashion and function.
"With Zone Dreamers, we built a world that feels surreal yet deeply human," said Alex Griffin, Chief Marketing Officer at On. "The campaign may live in an imagined universe, but its message is very real: everything is possible when we move together."
Beyond its cinematic storytelling, Zone Dreamers introduces two new product icons: the Cloudzone sneaker and the Studio Knit Bodysuit. The Cloudzone offers ultra-soft movement with On’s CloudTec® cushioning, while the Studio Knit Bodysuit provides seamless, sculpting comfort designed for fluid motion.
Zendaya showcases these pieces in three distinct looks, each embodying the campaign's ethos of movement and confidence. Her crew complements these styles, donning a range of apparel in shades like Caper, Rock, Glacier, and Coral, reflecting the campaign's vibrant and dynamic aesthetic.
Zone Dreamers is more than a campaign; it's a cultural moment that reimagines the intersection of movement, fashion, and storytelling. As On continues to push the boundaries of visual storytelling, this collaboration with Zendaya sets a new standard for how brands can inspire and connect with their audiences.
Images courtesy of On
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