ZENDAYA AND SPIKE JONZE REIMAGINE SPORTSWEAR IN DREAMLIKE CAMPAIGN FOR ON

Zendaya’s creative vision takes centre stage in a surreal new campaign for sportswear brand On, directed by Spike Jonze. The film, Shape of Dreams, unveils her first co-created collection with On, blending expressive design, Swiss engineering, and versatile style, alongside longtime collaborator Law Roach and photographer Sean Thomas.  

Zendaya’s imagination becomes the stage for a striking new collaboration with sportswear brand On, brought vividly to life by acclaimed filmmaker Spike Jonze. The campaign, titled Shape of Dreams, explores the surreal world of ‘The Dream Lab’, where silhouettes stretch, shrink, and transform in a boundary-defying journey of creation.  

“Working with Spike brought that vision to life in a really special way – the world he created gave it a whole new dimension,” Zendaya said, reflecting on the film’s ability to capture her instinctive approach to design.  

The project marks a defining new chapter in Zendaya’s partnership with On: their first co-created collection of footwear and apparel. Developed alongside her longtime stylist and collaborator Law Roach, the collection merges Zendaya’s expressive sensibility with On’s technical expertise. “We wanted to create pieces that feel versatile and easy to wear – styles that move with you across different moments,” Zendaya explained. “We started with the idea of making people feel confident and effortless, and we built everything out from there.”  

The campaign is complemented by still life imagery from photographer Sean Thomas, offering a behind-the-scenes glimpse into the creative process and spotlighting the new designs. Alex Griffin, chief marketing officer at On, emphasised the significance of the collaboration: “This co-created collection marks the next chapter in our creative partnership with Zendaya. A complete expression across footwear and apparel, brought to life through a remarkable campaign directed by the legendary Spike. Zendaya’s creative spirit is felt in every detail – shaping how performance and style come together.”  

The collection itself balances fashion instincts with On’s Swiss engineering, featuring ribbed tank tops, ribbed T-shirts, half-zip anoraks, coach jackets, drawstring midi skirts, parachute pants, and Bermuda shorts. Each piece reflects a shared focus on detail, uniting function and form through refined silhouettes, colour, and texture. The footwear introduces the Cloudnova Moon, a sleek design that reimagines On’s existing collection with a bold aesthetic edge.  

With Shape of Dreams, Zendaya and On present not just a campaign but a creative manifesto – one that celebrates imagination, collaboration, and the seamless fusion of performance and style.