On x Zendaya “Shape of Dreams” #MusicMonday

Source: On

The premium sportswear brand On from Switzerland recently launched a new line of apparel and footwear in collaboration with the American entertainer Zendaya.

It's a beautiful collection, fully on brand and giving Zendaya room to design.

Most noteworthy, from a marketing perspective, is the campaign film. Written and directed by Spike Jonze, it explores the creative process seemingly played out inside Zendaya's mind. It's expressive and very cool without trying too hard. All on a blank white canvas. For me it lets us know what On is all about … performance and creativity.

Dreams. Imagination. Self-Expression. On is stepping definitively into this territory.

Zendaya brings serious cultural cache to this partnership, as a fashion icon and actress. She's best known for her role in "Euphoria," where she delivered one of the most powerful performances in television. She also collaborated with Labrinth on the soundtrack, creating a duet that showcases her range as an artist.

When you partner a performance brand with a cultural icon who has already proven herself in acting, music, and fashion, then you can in fact end up in a space of creativity.

There you go, On.

What’s your experience? JIM