The Swiss athletic brand On launched an innovative marketing campaign featuring a movie trailer starring Zendaya as an elf-eared astronaut. This serves as a promotion for On's new sneaker, the Cloudzone, and the Spring/Summer 2025 Movement Lifestyle collection. Given the growing competition in the athleisure sector, where global sales are projected to rise significantly, On aims to differentiate itself through cinematic storytelling rather than relying solely on celebrity endorsements. Competitors like Lululemon and Nike are also heavily engaging celebrities to attract consumers, making this approach crucial in a crowded market.
On's Zone Dreamers features Zendaya as an astronaut, showcasing its Cloudzone sneaker and Movement Lifestyle collection in a filmic, high-production marketing effort.
The brand's strategic use of cinematic storytelling signals a shift from traditional advertising in a fiercely competitive athleisure market.
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