Zendaya and On Are on a Mission for Comfort in Surreal ‘Zone Dreamers’ Campaign With New Cloudzone Sneaker
Swiss sportswear brand On and Zendaya have collaborated on a surreal campaign for spring 2025 that celebrates “Zone Dreamers.”
Directed by Nadia Lee Cohen, the campaign is set in a retro-futuristic world featuring Zendaya on a mission through space, supported by her crew, exploring the confidence that comes from movement.
Zendaya unveils the new Cloudzone, which is a low-profile sneaker built with On’s CloudTec cushioning, offering ultra-soft movement and minimalist styling. The footwear is coordinated with the Studio Knit Bodysuit. Both of the pieces are a part of the Movement Lifestyle collection available at on.com and select retailers.
Law Roach—Zendaya’s longtime red carpet image architect—custom designed the spacesuits seen in the campaign.
Watch on FN
“Working with Zendaya, alongside Nadia Lee Cohen and Law Roach, allowed us to push the limits of creative storytelling,” said Alex Griffin, chief marketing officer at On. “With Zone Dreamers, we built a world that feels surreal yet deeply human — where movement becomes a metaphor for confidence, connection and creative possibility. The campaign may live in an imagined universe, but its message is very real: everything is possible when we move together.”
Zendaya said in a statement that it “was such a joy” to create Zone Dreamers.
“I’ve loved working with On to bring something so creative and unexpected to life,” she said. “Teaming up with Nadia for the first time brought such a unique energy to the set, and collaborating with Law — as always — made the experience even more special. This campaign is about courage, friendship, and the kind of trust that gives you the freedom to step outside your comfort zone and try something new.”
The launch follows Zendaya’s previous On campaign in Octoboer, which was set in Vals, Swiss Alps, where she showcased the Cloudtilt sneaker and 2024 Movement Collection. Earlier in June, the brand revealed that Zendaya had signed a multi-year partnership with On, which encompasses contributions to select collections, products and creative campaigns.
