Zendaya Fronts Campaign for Sportswear Brand On, Talks Fear and Power of Movement in Swiss Alps

Zendaya made some moves that took her all the way to the Swiss Alps.

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The Emmy Award-winning actress fronts a new movement and well-being-focused campaign for sportswear brand On as part of a multi-year partnership . In doing so, Zendaya wears pieces from On’s fall-winter 2024 movement collection while exploring stunning backdrops in Switzerland. The campaign was shot in the mountain village of Vals, where Zendaya spent some time exploring with the brand’s team. In short vignettes, Zendaya covers all things movement from conquering fear and staying active to how that impacts one’s life.

“Every day I try to get outside,” she says, “whether it’s to walk my dog or to get a cup of coffee — or both. It’s important because it makes me feel so much better and I love spending time with [dog] Noon.” Another lively clip finds her speeding down a mountain coaster on a toboggan. “I was a very shy child,” she says sliding her way down the mountain. “I was always just afraid of embarrassing myself, which kept me from trying things. It was very hard for me to get outta my shell and just try something new. I’m in this new phase of trying to say yes to things and go for it a little bit more.”

Getting out of one’s comfort zone can be good for the soul. “We should push ourselves out of our comfort zones because you never know what magical thing might happen when you do,” the actress says in another campaign clip. “I think sometimes we let fear get in the way of finding out the best parts of ourselves. At least, I know that I do that.”

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She then ties in her screen work by saying, “I’ve been very lucky to have characters that have pushed me physically, right? They pushed me to do things that otherwise I never would’ve done. I don’t know if I like it. Well, I like it after it’s done, and then I end up expanding and finding new parts of myself, which is really special.” Zendaya then spots a baby goat and says she wants to take her “new friend” home.

“Collaborating with Zendaya on a campaign that pays homage to On’s birthplace was so fulfilling,” detailed On co-founder David Allemann. The brand also hosted Zendaya at On Labs in Zurich, where she connected with the team. “It’s been incredible to expand on our partnership with a campaign that authentically showcases her own experience with movement and well-being.”

In a statement, Zendaya said she loved being in Switzerland, going for walks around the lake and getting gelato in town. “My day is always better when I’m finding joy in the little things, like connecting with new people and enjoying nature when I can. I think this campaign really embraces that feeling.”

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