‘Dune’ Star Zendaya Fights Off a Crowd in Her Wildest ‘On’ Campaign Yet, and Law Roach Is Along for the Ride
Zendaya’s partnership with the Swiss sportswear brand On has never been a standard celebrity endorsement. She joined the company as a global ambassador in 2024, following her performance in the tennis-themed film ‘Challengers’. Since then, the relationship has evolved into a creative collaboration, and her latest chapter may be the boldest yet.
The partnership got more hands-on last year. The first product she helped create was the Cloudzone Moon sneaker, co-designed with her longtime stylist Law Roach and unveiled in On’s fall 2025 campaign. In April 2026, the pair followed with their first full co-created collection, which launched April 16 alongside a surreal short film from Academy Award winner Spike Jonze.
That film, titled ‘Shape of Dreams’, was set inside Zendaya’s imagined design world, “The Dream Lab”, where garments stretch and transform until they reach their final form. It was a dreamy, high-concept approach, so a follow-up had a lot to live up to. On’s answer was to swap the dream world for an action movie.
On your right, Zendaya! 🎬
— On (@on_running) October 1, 2026
Making movement look effortless as ever.
Explore the latest collection co-created with Zendaya and @LUXURYLAW: https://t.co/N69DWvUVCc#DreamOn #Zendaya pic.twitter.com/jlgyChQJrx
The clip runs 1:52 and has already racked up millions of views. The campaign launched the same day, with the film running about 2 minutes.
The latest co-created collection with Zendaya and @LUXURYLAW just landed.
— On (@on_running) October 1, 2026
Shop now: https://t.co/N69DWvUVCc#DreamOn pic.twitter.com/7zS8EdfMgw
Directed by the Argentinian trio Pantera, the film follows Zendaya through an urban chase as she fights off a large group of female adversaries using martial arts. She wears a python-print outfit from the new collection, and eventually escapes with a leap from the top of a building, helped by a well-timed distraction from Roach, who makes a cameo. The film is accompanied by stills from photographer Cass Bird.
The footage leans heavily on classic action cinema. LBB described the chase as a dreamy kung fu-inspired sequence, while the film draws on blockbuster physicality and fan-favorite kung fu films. Comic Basics noted that the stunts are Spider-Man-like, a fun nod to Zendaya’s day job.
Zendaya photographed for On. 📷 pic.twitter.com/qf0txofu5D
— Film Crave (@_filmcrave) October 1, 2026
The campaign arrived with some unexpected buzz. On Sept. 30, a behind-the-scenes preview showed Zendaya and Roach chatting while planning the concept, with the actress floating one very specific addition to the shoot: a real snake. She later posed with the snake around her neck while wearing On sportswear.
The snake was no accident. The collection is built around a bold python print, and in On’s press release, Zendaya said, “we had fun with a python print that acts like a modern camo.” Roach added that “For this collection we brought our personality and love of print to technical fabrics, designing pieces to make you feel good when you move in them.”
The new line is a 15-piece collection that brings together performance, style and everyday expression. The standout is the Cloudnova Moon, a fresh take on On’s Mary Jane-inspired shoe silhouette, which comes in three colorways. Marie Claire noted that it features a shoe trend Zendaya has not publicly styled yet.
The apparel includes a python-print bodysuit and jacket, along with oversize crewnecks and sweatpants with ruching and bungee cord details. The collection is available at on.com and in On stores globally. It arrives roughly 6 months after the first drop.
— archive zendaya ⭑ (@archivedaya) September 30, 2026
The timing is notable for the brand. Adweek reports that On is working to win over younger women and challenge giants like Nike, even as growth slows in the Americas. Last month, On reported Q2 2026 net sales of $1.019 billion, a 13.5% year-over-year increase that missed analysts’ estimates.
In that context, a viral, cinematic ad with one of the world’s most recognizable stars is a smart play. Every On campaign with Zendaya has been built around a distinct cinematic idea, and this one gives the clothes a place in a story rather than a static lookbook.
The reaction suggests it is working. The ad has spread quickly online, and the response has centered on how unexpected Zendaya looks as an action star. With each collection getting more ambitious than the last, fans are already wondering what the pair will try next.
Is This Zendaya’s Wildest On Campaign Yet?
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