On Is Turning to Younger Audiences With Zendaya Partnership
- Swiss sneaker maker teams up with actress from Dune, Euphoria
- On aims to expand appeal to fashion-conscious consumers
Swiss sneaker maker On Holding AG signed a partnership with actress and singer Zendaya, adding marketing heft to a fast-growing brand that’s already partly owned by tennis great Roger Federer.
The move is part of On’s efforts to broaden its customer base and appeal to younger and fashion-oriented consumers. Zendaya, known from her appearances in Dune and teenage series Euphoria, appeared in a short film for On Thursday and will contribute to the design of future collection. It’s the brand’s second non-athlete ambassador after singer FKA Twigs.