On and Zendaya explores identity and freedom through movement

Swiss sportswear brand On has launched a new global campaign, “Be every you”, fronted by Emmy-winning actress and producer Zendaya.

The campaign explores identity and the freedom to move as every version of oneself, with Zendaya taking on the dual role of muse and creative collaborator.

A key highlight of the collaboration is the Cloudzone Moon sneaker – Zendaya’s first co-created shoe with On. The silhouette features a breathable mesh upper, supportive heel, and the brand’s signature CloudTec cushioning for all-day wear.

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Alongside the sneaker, the apparel collection includes lightweight bomber jackets, bodysuits, and coordinating track sets designed to transition from studio to street.

The campaign is anchored by a short film that sees Zendaya immersed in nature — rolling through grass and walking along a canyon — while wearing pieces from the new collection. The visuals reflect the campaign’s ethos of movement and self-expression, showing how the apparel and Cloudzone Moon sneakers move seamlessly with every version of the actress.

Accompanying the visuals is a voiceover by the actress herself where she encourages viewers to embrace their full, authentic self without feeling pressured by external expectations.

"Sometimes it feels like the world is telling you who to be. Too loud, too quiet, too much, not enough. And maybe at some point we've all treid to choose but do we really have to?" said Zendaya. "Soft, strong, everything in between. I'm all of it. Be every you."

On socials, On has paired Zendaya and her long-time collaborator and stylist Law Roach for a cheeky video that tests their friendship. The friends are seen answering questions about each other.

Some of the questions include "Is Law more calm or chaotic?" and "Is Zendaya more playful or serious?". The short video interview showcases how the pair don't necessarily fit into labels, and how they can be both calm and chaotic, as well as both playful and serious depending on the situation. 

“Movement has always been a part of how I connect with myself, and movement looks different for everyone. This story felt personal – a reminder that we are all multifaceted beings, with so many brilliant pieces that ultimately make up who we are, make us whole,” said Zendaya in a statement.

“To me it’s about embracing every little bit of ourselves, and being present in every version of yourself," she added. 

The collaboration comes at a pivotal moment for On in Singapore. The brand recently opened its first retail flagship at Jewel Changi in partnership with Gill Capital, marking a significant step in deepening its footprint in Southeast Asia.

Strategically located in one of Singapore’s busiest and most vibrant lifestyle destinations, the store reflects On’s mission to “ignite the human spirit through movement” and deliver a premium, immersive experience to runners, athletes, and outdoor enthusiasts.

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