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Her instinct for transformation has always defined Zendaya’s reign as a fashion icon, whether she’s channelling Old Hollywood glamour on the red carpet or streetwise minimalism off-duty. That instinct has found a natural partner in On, the Swiss performance labe that has steadily crossed over into the fashion space. What began as a functional running brand has, in the past few years, become a player in the luxury-leaning athleisure conversation, thanks to its technical innovation and ambassadors like Zendaya who bring cultural weight.
Now, the collaboration enters a new phase with the launch of Be Every You, a campaign that doubles as Zendaya’s first step into sneaker co-design.
Directed by Bardia Zeinali, known for infusing fashion films with narrative edge, the campaign unfolds across four moonlit stage sets: the romantic and the rebel, the chaos and the calm. Emily Lipson’s stills sharpen the contrasts, leaning into rich lighting and layered imagery. Styled by Law Roach, her longtime creative partner, Zendaya wears a collection that blurs the line between performance gear and everyday staples: structured bomber jackets, sleek bodysuits, track sets that feel as ready for rehearsal as they do for the street.
At its heart is the Cloudzone Moon, Zendaya’s first co-created sneaker with On and Roach. It takes the brand’s signature Cloudzone silhouette and evolves it with breathable mesh, sculpted cushioning, and forefoot padding for an ease that’s both technical and aesthetic.
Zendaya herself frames the project as deeply personal. “Movement has always been a part of how I connect with myself, and movement looks different for everyone,” she says. “This story felt personal—a reminder that we are all multifaceted beings, with so many brilliant pieces that ultimately make us whole. To me, it’s about embracing every little bit of ourselves, and being present in every version of yourself.”
That philosophy mirrors the broader cultural shift On is leaning into: performance wear that adapts to the many selves people move through in a single day. A second sneaker, the Cloudtilt Moon, is set to drop in October. This one is softer, recovery-driven, and designed for day-long ease; the partnership underscores a brand strategy that extends well beyond sport. It positions On at the intersection of fashion, culture, and identity, with Zendaya as the face of that movement.
And if history is any indication, wherever Zendaya leads—be it the red carpet, a couture runway, or now the sneaker arena—the world will be watching, and likely following.
