‘Dune’ Star Zendaya Takes on Action in Her Latest ‘On’ Campaign with Law Roach

Avatar photoValentina Kraljik
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Zendaya’s collaboration with the Swiss sportswear brand On is anything but a typical celebrity endorsement. She became a global ambassador for the company in 2024 after starring in the tennis-themed film ‘Challengers’. Since then, this partnership has transformed into a creative venture, with her latest project being the boldest yet.

Last year marked a more hands-on approach to their partnership. The first product she co-created was the Cloudzone Moon sneaker, designed alongside her stylist Law Roach, which debuted in On’s fall 2025 campaign. In April 2026, they launched their first complete co-created collection, which premiered on April 16, accompanied by a surreal short film directed by Academy Award winner Spike Jonze.

The film, titled ‘Shape of Dreams’, takes viewers into Zendaya’s imaginative design world, known as “The Dream Lab”, where garments morph and evolve until they reach their final form. Following such a high-concept introduction, the next installment had a lot to live up to, prompting On to shift from a dreamlike setting to an action-packed narrative.

The clip runs for 1:52 and has already garnered millions of views. The campaign launched on the same day, with the film lasting about two minutes.

Directed by the Argentinian trio Pantera, the film showcases Zendaya in an urban chase, battling a group of female opponents with martial arts skills. Clad in a python-print outfit from the new collection, she makes a daring escape by leaping from a building, aided by a timely distraction from Roach, who makes a cameo appearance. The film is complemented by stills captured by photographer Cass Bird.

The footage draws heavily from classic action cinema. LBB described the chase as a dreamy kung fu-inspired sequence, while the film incorporates blockbuster physicality reminiscent of fan-favorite kung fu films. Comic Basics pointed out that the stunts are Spider-Man-like, a playful nod to Zendaya’s other role.

The campaign has generated unexpected excitement. On September 30, a behind-the-scenes preview revealed Zendaya and Roach discussing the concept, during which Zendaya suggested a unique addition to the shoot: a real snake. She later posed with the snake wrapped around her neck while wearing On sportswear.

The snake was a deliberate choice, as the collection features a striking python print. In On’s press release, Zendaya remarked, “we had fun with a python print that acts like a modern camo.” Roach added, “For this collection, we infused our personality and love of print into technical fabrics, designing pieces that make you feel good when you move in them.”

The new line consists of a 15-piece collection that merges performance, style, and everyday expression. A highlight is the Cloudnova Moon, a fresh interpretation of On’s Mary Jane-inspired shoe silhouette, available in three colorways. Marie Claire noted that it features a shoe trend Zendaya has yet to publicly style.

The apparel includes a python-print bodysuit and jacket, along with oversized crewnecks and sweatpants featuring ruching and bungee cord details. The collection is available at on.com and in On stores worldwide, arriving approximately six months after the initial drop.

The timing of this release is significant for the brand. Adweek reports that On is striving to appeal to younger women and compete with giants like Nike, even as growth slows in the Americas. Last month, On announced Q2 2026 net sales of $1.019 billion, reflecting a 13.5% year-over-year increase that fell short of analysts’ expectations.

In this context, a viral, cinematic advertisement featuring one of the world’s most recognizable stars is a strategic move. Each On campaign with Zendaya has been built around a unique cinematic concept, and this one integrates the clothing into a narrative rather than presenting a static lookbook.

The response indicates that the strategy is effective. The advertisement has quickly gained traction online, with reactions focusing on how unexpected Zendaya appears as an action star. As each collection becomes more ambitious, fans are left wondering what the duo will come up with next.

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