What happens when a high-performance sports brand partners with one of the world’s most magnetic stars? In the case of On and Zendaya, the result is “Zone Dreamers”—a visual and emotional campaign that feels less like an ad and more like a lost cult classic from the future. Conceptualized as a sci-fi movie trailer, the project breaks away from traditional sportswear marketing, bringing together cinematic storytelling, retro-futurist aesthetics, and a resonant message about collective strength.
Directed by Nadia Lee Cohen, known for her surreal, hyper-stylized work, the film transports viewers into a stylized, 1970s-inspired outer space adventure. Zendaya plays a cosmic explorer, navigating a dreamlike universe alongside her loyal crew. Their movements—deliberate, synchronized, powerful—symbolize a deeper journey toward confidence and self-empowerment through unity.
Styled by fashion visionary Law Roach, the costumes blur the line between haute couture and space gear. Think sculptural bodysuits, chrome accents, and custom-made accessories by Chris Habana. Every frame is a visual feast—delivering not only beauty, but meaning. In this imagined galaxy, motion becomes a metaphor for change, and solidarity is the force that propels transformation.
“Zone Dreamers” isn’t selling sneakers. It’s selling a world, an emotion, an aspiration. The campaign doubles as a product reveal, introducing two standout pieces: the Cloudzone, a high-performance running shoe, and the Studio Knit Bodysuit, merging functionality with fashion. Both items feel like natural extensions of the dreamscape created onscreen.
Zendaya, as both star and creative force, brings magnetic presence to the narrative. “This film is about courage, friendship, and the confidence we build when we step out of our comfort zones,” she explains. “Working with On, Nadia, and Law was an incredible adventure.”
The campaign’s impact lies in its subtlety—it inspires without preaching, motivates without clichés. It speaks to the brand’s broader identity, one that blends emotion, innovation, and cultural relevance. According to Alex Griffin, Chief Marketing Officer at On, “This trailer lives in an imaginary world, but its message is very real: anything is possible when we move together.”
With “Zone Dreamers,” On cements its place in the intersection of sport, art, and imagination—proving once again that great storytelling can move more than just bodies. It can move culture.
