Fast rising Swiss sportswear brand On, and global icon Zendaya, on Tuesday introduced ‘Zone Dreamers’ — a fictional film trailer for the “greatest movie never made”, created to show how moving together can unlock “courage, creativity, and the freedom to dream without limits”.
Per an official release, Zone Dreamers is their most ambitious campaign to date and the latest chapter in their ongoing long-term partnership.
For the first time, On brings its brand world to life through a fictional film trailer — directed by acclaimed visual artist Nadia Lee Cohen and styled by fashion visionary Law Roach. Exploring the emotional power of movement and the confidence that comes from moving together, Zone Dreamers reflects On’s continued commitment to pushing the boundaries of visual storytelling and cultural connection.
Set in a surreal, filmic world, Zendaya stars as a protagonist on a mission through space, supported by her close-knit crew. Together, they move, train, and explore new worlds, discovering that confidence comes not just from within, but from the people you move with. As a trailer for a fictional film, Zone Dreamers blends otherworldly storytelling and stylised detail to deliver a genre-defying take on fashion, performance, and friendship. Adding to the dreamlike aesthetic, custom-designed spacesuits by Law Roach and avant-garde jewelry designer Chris Habana bring a retro-futuristic edge to the campaign.
Zendaya’s first two On ads were a choreographed dance and a face-off with tennis icon Roger Federer, an early investor and partner of the brand.
“Zone Dreamers was such a joy to create,” said Zendaya. “I’ve loved working with On to bring something so creative and unexpected to life. Teaming up with Nadia for the first time brought such a unique energy to the set, and collaborating with Law — as always — made the experience even more special. This campaign is about courage, friendship, and the kind of trust that gives you the freedom to step outside your comfort zone and try something new.”
Known for her hyper-real style and unmistakable visual signature, Nadia Lee Cohen collaborates with On for the first time on Zone Dreamers. Cohen’s direction transforms the campaign into a world that feels both unreal and strangely familiar — where humor meets elegance, and every frame feels lifted from a film that never was. Drawing from retro-futurism, performance art, and 1970s sci-fi tropes, Nadia’s approach blurs the line between fashion, film, and fantasy, elevating Zone Dreamers beyond a campaign into a cultural moment of its own.
“Working with Zendaya, alongside Nadia Lee Cohen and Law Roach, allowed us to push the limits of creative storytelling,” said Alex Griffin, Chief Marketing Officer at On. “With Zone Dreamers, we built a world that feels surreal yet deeply human — where movement becomes a metaphor for confidence, connection, and creative possibility. The campaign may live in an imagined universe, but its message is very real: everything is possible when we move together.”
The campaign also introduces two new product icons: the Cloudzone and the Studio Knit Bodysuit. The Cloudzone, On’s newest lifestyle footwear silhouette, is a sleek, low-profile sneaker built with On’s CloudTec® cushioning — offering ultra-soft movement and effortless, minimalist styling. The Studio Knit Bodysuit is a seamless, sculpting one-piece designed for fluid motion, comfort and quiet confidence.
Zendaya features in three key looks: the Studio Knit Bodysuit in Caper with the Cloudzone in Ice/Black and Terry Logo Socks in Caper; the Studio Cut-Out Crop in White with Track Pants in Black and Cloudtilt in Pearl/Ice; and the Train Long Sleeve Crop in Black with Train Tights in Rock. Her crew wears styles including the Studio Knit Crop, Seamless Short Tights, Studio Open Back Crop, Train-T Crop, Studio Tights Short, Train-T Graphic, Train Shorts, All-Day ½ Zip Jacket, On-T, All-Day Jogger, Cloudzone and Cloudtilt — in shades of Caper, Rock, Glacier, Ivory, Coral, Malibu, Pearl and Ice.
Zone Dreamers launched Tuesday, April 15, with the Cloudzone and the Spring/Summer 2025 Movement Lifestyle collection available now at on.com, On stores and select retailers worldwide.
