LOS ANGELES – In a definitive shift from traditional celebrity endorsements toward deep-seated creative leadership, global sportswear brand On has unveiled its first co-created collection with multi-hyphenate superstar Zendaya. The launch is anchored by Shape of Dreams, a surreal and atmospheric short film directed by Academy Award-winner Spike Jonze. Released on April 9, 2026, the three-minute cinematic piece serves as an abstract journey into the "Dream Lab"—a metaphorical creative void where Zendaya’s fashion instincts and On’s Swiss engineering collide. The campaign marks a new chapter in a partnership that began in 2024, now evolving into a full-scale collaborative assortment of footwear and apparel that balances high-performance technology with an effortless, everyday aesthetic.
Set within a minimalist, all-white industrial landscape, Shape of Dreams eschews the typical high-intensity visuals of athletic commercials for a more rhythmic and dreamlike exploration of movement. Director Spike Jonze utilizes his signature surrealist toolkit—including forced perspective, oversized props, and practical transitions—to depict the act of creation. In the film, silhouettes are seen stretching, shrinking, and transforming in real-time as they find their final form. The visual narrative is driven by a percussive score that mirrors the transition from stillness to full-speed movement, framing the collection not just as gear, but as an extension of the creative mind.
At the heart of the collection’s development is Zendaya’s longtime collaborator and "image architect," Law Roach. Roach, who appears alongside Zendaya in the campaign, played a pivotal role in bridging the gap between high-fashion silhouettes and functional activewear. The creative duo worked closely with On’s design team, led by VP of apparel Tim Coppens, to ensure the pieces felt authentic to Zendaya’s personal style. "We wanted to create pieces that feel versatile and easy to wear—styles that move with you across different moments," Zendaya stated during the launch. The resulting lineup features a sophisticated palette of navy, camel, and ivory, emphasizing clean lines and adaptable layering.
Related article - Uphorial Shopify
The collection introduces several standout apparel pieces, including ribbed tank tops, half-zip anoraks, and the "Coach Jacket," a tailored outerwear piece that has already become a centerpiece of the campaign's visual identity. Other items like drawstring midi skirts, parachute pants, and Bermuda shorts reflect the "retro sportif" influence that Roach and Zendaya have championed on global press tours. This focus on "effortless confidence" is a direct response to the needs of the modern consumer who requires clothing that functions seamlessly between athletic exertion and off-duty life.
The footwear component of the launch introduces the Cloudnova Moon, a sleek, ballet-inspired silhouette that represents a significant aesthetic pivot for the brand. Recontextualizing On’s signature Cloudnova comfort, the Moon features a low-profile, glove-like mesh construction. In a departure from traditional lacing systems, Zendaya and Roach opted for elasticized, criss-cross Velcro straps, blending a futuristic aesthetic with the practicality of a slip-on shoe. Available in four understated colorways, the Cloudnova Moon is being positioned as the "ballet sneaker of 2026," merging the brand’s technical CloudTec cushioning with a refined, fashion-forward edge.
Beyond the products themselves, the collaboration signifies a broader evolution for On. By integrating Spike Jonze’s high-concept storytelling and Law Roach’s fashion authority, the Swiss brand is moving decisively into the lifestyle and womenswear markets. The "Dream Lab" concept is intended to reflect a culture of curiosity and collaboration, moving away from the "athlete as hero" trope toward the "artist as innovator." This integrated approach, supported by still-life photography from Sean Thomas, provides a behind-the-scenes look at a process where styling, technical design, and cinematic vision are developed simultaneously.
As the collection prepares for its global release on April 16, 2026, the Shape of Dreams campaign stands as a testament to the power of authentic creative partnerships. For Zendaya, the project is a further extension of her role as a multi-dimensional creator, while for On, it is a bold statement of identity in a competitive performance-lifestyle market. The film reminds audiences that the best design begins with a blank canvas and the freedom to dream, proving that when performance meets imagination, the results are anything but ordinary. In the world of On and Zendaya, the future of sportswear isn't just about the finish line—it's about the shape the journey takes.
