On Sign Zendaya As Their Latest Brand Partner

Swiss running brand may be one of the new kids on the block, but they’re wasting no time in making up some serious ground within the footwear space. Recognised as one of the sport shoe industry’s biggest challenger brands, On has been making some big money moves since going public just a few years ago. While they continue to keep pace in the world, On’s latest developments see the brand lean more into the fashion and lifestyle space, firstly by collaborating with designer brand , and now by appointing Zendaya as their latest brand partner.

Hot off the back of Zendaya’s Challengers press tour (which saw her sporting a ton of Loewe looks), On have revealed that they’ve signed the star on a multi-year deal. Under Zendaya’s role as a brand partner, she’ll be putting together her own edits, campaigns and designing product with a focus on movement and storytelling. She isn’t their only recent signing either – the brand also tapped FKA Twigs for a line of training apparel, and Roger Federer also released a colab. As excitement heats up among the sneaker scene’s new players, it’s clear that On are ready to back their vision with some seriously substantial investments.

But although they may not have the behemoth budgets of the sneaker scene giants, it looks like they're more than willing to reinvest their earnings. While they may have only gotten off the ground in 2010, On was ready to IPO in 2021. They were barely a decade old, but they raised $746 million. Fast forward to 2024, and that trajectory is continuing: their 2023 financial results saw them report a 55% increase in net sales vs 2022, which equated to CHF 1,792.1 million. Their recent earnings call in May also saw them announce record company earnings, and reaffirm their predictions for their net sales to hit CHF 2.25 billion for 2024. Though they might only have a small amount of market share right now, they’re on track to continue gaining ground in this competitive landscape.