Matt Varga In a highly-stylized, choreographed featurette titled “Dream Together,” On Running announced a new partnership with Emmy winning multi-hyphenate Zendaya.
The Challengers superstar’s career bonafides don’t need to be listed out- it’s abundantly clear how much of a get this is for the Swiss footwear brand. In a statement released alongside news of the partnership, Zendaya spoke about the already-established synergy this news builds on: It’s no secret that I’ve been a big fan of On for a long time.” While her personal fashion choices dovetail well into making the association official, an eye on her previous endorsements reveals the potential energy her co-sign holds; On Running joins a list of brands like Louis Vuitton, Lancome and Bulgari that’ve received her stamp.
Zooming out, the addition of an A-lister like Zendaya into On’s rolodex bolsters the Swiss company’s claim to being a major footwear player going forward. Their signing of Roger Federer arguably stamped that already, but the Euphoria star undoubtedly broadens their wide appeal. Tack that onto some choice collaborations in the past few years, teaming up with established imprints like POST ARCHIVE FACTION and Packer, and their goal becomes clear- gain a foothold in the streetwear and fashion markets in a way running companies like ASICS and Saucony have already achieved. With Zendaya sporting the Cloudtilt model in both the “Dream Together” featurette and its accompanying gallery, perhaps it’s a signal that the silhouette is one to watch with this new A-list backing behind it.
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