Zendaya Generates $1.7 Million in MIV for On During First Two Days of New Advertisements

Zendaya has done a stellar job raising the profile of On.

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The Swiss sports brand brought the buzzy actress on board in June as a brand partner . Immediately, that announcement generated $3.5 million in media impact value, according to Launchmetrics.

This week, On dropped a multimedia campaign with Zendaya where she was photographed and videoed enjoying summer in the Swiss Alps. She lay down in a field of flowers, rode a chair lift to the top of a mountain and took a toboggan down as she talked about the advantages of being in motion and breaking out of her comfort zone. In both the still photos and the short films, she wore pieces from On’s fall 2024 apparel collection, a category the company views as one with major growth potential. She also sported the brand’s Cloudtilt sneakers.

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Launchmetrics said in the first 48 hours after the ads launched, the campaign garnered $1.7 million in MIV, and when Zendaya posted it on her Instagram account, that single post generated $1.2 million in MIV. The actress has 181 million followers on the social media platform.

On, which was founded in 2010, is primarily a footwear brand but expanding its reach in sports apparel has been a recent priority for the company. In August, when releasing second-quarter results, the company said apparel sales jumped 63 percent in the quarter to 21.9 million Swiss francs, while footwear sales rose 26.7 percent to 542.5 million Swiss francs and accessories gained 23.6 percent to 3.3 million Swiss francs.

Zendaya Rides a Chair Lift, Races Downhill on a Toboggan in New On Ads