On Running and Zendaya: Trying to Win With Her
On and Zendaya unexpectedly joined forces this past week so of course I had to write about it. Big, bold moves into sportswear from On, but is the brand nailing the landing? 👀 Here's my take.
This past week, On probably caught your attention for the first time since they made the news for paying Roger Federer $180 million in 2019. The brand just launched its “Dream Together” campaign featuring a capsule collection inspired by their partnership with the internet’s favorite (and arguably, coolest) it girl, Zendaya. Is it bold and timely? Yes. Is it On brand for the company (sorry, I had to)? Let’s break it down.
There are three main messages On wants us to take note of with this campaign:
On wants to win with her
With recent hits like Euphoria, Dune 2, and Challengers under her belt, plus her on-point sartorial choices, Zendaya is a pop culture powerhouse with a huge female fan base. On is attempting to tap into her wide appeal, which resonates across millennials, Gen Z, and even the upcoming Gen Alpha. It wants to land in this sweet spot:
On is more than just a running brand – it’s a sportswear one, too
The brand has been spreading its wings into lifestyle territory with the streetwear, high fashion and athlete trifecta as seen in its collabs with Kith, Loewe and Roger Federer respectively. The Zendaya partnership is a big play in this strategy as it taps the missing element of mainstream entertainment. The campaign film’s message, “Dream together, whether we’re athletes or not,” underscores On’s ambition to be seen as a versatile and relevant sportswear brand, a great way to connect with consumers during an Olympic year.
On makes apparel
While its apparel line has been around since 2016, the brand is pushing its apparel offerings hard; only three out of the thirty-nine styles in the Zendaya Edit are footwear. This signals a shift from being primarily a running footwear company (currently driving ~95% of its revenue) to a full-fledged sportswear brand.
Here's what works with the Zendaya partnership:
Consumer appeal
The campaign gives the sporty fashion girlies exactly what they want more of: stylish co-ords that their favorite influencers are wearing. On's apparel, while not necessarily fashion forward, checks all the athleisure boxes: basic styles, functionality, fair pricing for its category, and minimal branding. The inclusive collection features both men’s and women’s styles, with the lifestyle pieces reflecting Zendaya’s signature off-duty baggy, casual vibe. This partnership will open up the brand for consideration to a whole new audience that didn’t shop there before.
Inclusivity
The campaign film features a diverse cast without being on the nose and forcing viewers to see Zendaya as an athlete. The partnership also includes a social impact element with Walkgood LA, a non-profit that aligns with Zendaya’s personal values. On’s commitment to inclusivity lands well, inviting everyone to shop the Zendaya Edit, regardless of gender, race and age.
Here's what On could have done better:
The campaign film
The film’s messaging feels a bit all over the place. To truly convey that On is more than just a running brand, it should have mixed the track shots with more lifestyle scenes. The stylist's choice to dress the cast in black also overshadowed the actual collection, making the product tie-in far less impactful.
The "Challengers" association
Hot take… the film was marketed heavily as a tennis film but if you watched it, you’ll know that sport certainly didn't feel like the main character. On’s product placement through the film (while diluted by the competing promotions of Adidas) and announcing the Zendaya partnership following the movie’s success has given it the visibility it wanted; but is this really the kind of content and narrative On wants to be associated with? It’s a very unserious position for a brand that has so far positioned itself as a very serious performance one. Which brings me to my next point.
Brand consistency
On's foray into sportswear feels disconnected from its core identity as a performance brand and it risks alienating its existing athlete consumer base. While it has made inroads with the Kith, Loewe and Zendaya partnerships, they feel inorganic and a bit forced. Zendaya’s yet-to-come social media post about the partnership and the mixed reactions online also suggest that consumers still see the brand as having a tentative link to pop culture.
Looking at Nike, we see the power of consistent storytelling and strong emotional connections through campaigns that successfully blend inspiration, social commentary, and athletic excellence to create a lasting brand impact - a formula for success when done right. Nike’s sportswear dominance is also rooted in its organic foothold in the space through the culture of basketball associated with Jordan Brand and the Air Force 1.
Net net, On has surprised us all with this move and consumers love a topical brand-culture crossover. The challenge for the brand will be to build this into a cohesive narrative that doesn’t just attract attention but also resonates deeply with its audience while maintaining the essence that made it a favorite among runners. Can On find its unique voice in the crowded sportswear market and inspire consumers to Dream Together? Only time will tell, but the potential is certainly there.