Could tobogganing be the next sport that Zendaya tackles?
The “Challengers” actress visited Vals, a mountain village in the Swiss Alps to shoot the latest campaign for On, the Zurich-based activewear brand, and rode a toboggan down a track for a series of short films.
In addition to the toboggan ride, Zendaya, who became a brand partner for the company in June, also took a ride up the mountain on a chair lift and skipped through a field of mountain flowers as she talked about the benefits of movement and trying new things that push her out of her comfort zone.
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In the campaign, she wears pieces from the fall ’24 Movement Collection along with On sneakers.
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“Spending time with On in Switzerland was incredibly inspiring,” she said. “People are always outside exploring the natural landscape, which is so refreshing. I loved going on a walk around the lake and getting gelato in town. My day is always better when I’m finding joy in the little things, like connecting with new people and enjoying nature when I can. I think this campaign really embraces that feeling.”
“Collaborating with Zendaya on a campaign that pays homage to On’s birthplace was so fulfilling,” said David Allemann, cofounder of On. “It’s been incredible to expand on our partnership with a campaign that authentically showcases her own experience with movement and well-being.”
Zendaya is pictured wearing the All Day 1/2 Zip, Movement Joggers, and Movement bra along with the Cloudtilt shoes. The pieces are online under the header of The Zendaya Edit.
On, which was founded in 2010, is primarily a footwear brand but expanding its reach in sports apparel has been a recent priority for the company. In August when releasing second-quarter results, the company said apparel sales jumped 63 percent in the quarter to 21.9 million Swiss francs, while footwear sales rose 26.7 percent to 542.5 million Swiss francs and accessories 23.6 percent to 3.3 million Swiss francs.
Martin Hoffmann, co-chief executive officer, said during the investor call in August, “Based on the momentum we are seeing in wholesale, and even more in our own channels, we are confident in the ability to drive significant growth and to increase our apparel share consistently over the coming quarters. New products, but also exciting collaborations like the one with Loewe and our South Korean Post Archive Faction drove significant awareness for the category and also allow us to reach a higher level of engagement from our fans.”
Allemann added that preorders for the fall season were double that of the prior year, leading to further optimism around the category. “We see an increased momentum also going forward,” he said. “And we feel that’s not just brand heat, but it’s also a factor of the fact that we learned to merchandise apparel in our own channels. In our new Paris store, every fourth piece sold [was] an apparel piece. That increases the confidence of our wholesale partners. And as we scale retail, this will happen even more so.”
Among the apparel categories offered by the brand are running, tennis — Roger Federer is an investor in the brand — and training. “Apparel is an ncredible opportunity for the brand.”