On and Zendaya are taking us intergalactic.

Their latest collaboration, Zone Dreamers, isn’t just a campaign, it’s a fictional film trailer for the greatest movie never made. A cosmic adventure that never hits the cinemas, but still manages to deliver something unforgettable.

Set against a retrofuturistic sci-fi backdrop, Zone Dreamers follows Zendaya leading an interstellar crew as they explore, train, and move through space. It’s weird, wonderful, and totally unexpected. And that’s exactly the point.

Because this isn’t just about showing off the latest product drops, it’s a celebration of confidence, creativity, and the transformative power of movement.

More Than Just a Campaign—It’s a Cultural Moment

Yes, there are performance pieces. The Cloudzone sneaker. The sculpted Studio Knit Bodysuit. Tights, tees, outerwear, and more. But Zone Dreamers is doing something bolder than product storytelling.

It’s reframing what performance wear can feel like.

Too often, technical apparel comes with a serious face, hard lines, tough talk, no room for fun. This campaign flips that. It opens a new door: one where movement is expressive, joyful, and, at times, a little bit strange (in the best way).

The Real Magic? Zendaya + Humour

Here’s where the strategy shines.

By teaming up with Zendaya—a cultural icon with global pull—On speaks directly to a new generation of movers: younger, more diverse, plugged into style and storytelling. And by leaning into humour, the brand breaks through the noise in a market where everyone is shouting about performance.

According to The Oracle Happiness Report:
🌀 90% of people are more likely to remember ads that make them laugh
🌀 72% would choose a humorous brand over a serious one
🌀 Yet only 20% of brands use humour in offline ads. Even fewer online.

In other words: humour is powerful. And wildly underused. Especially in the world of performance apparel, which is still often caught in a cycle of hyper-serious narratives.

Because Yes, Performance Can Be Serious, But Who Says It Has To Be?

That’s the twist Zone Dreamers delivers. The kit performs. The campaign plays. It’s a reminder that function and fun don’t have to be opposites.

With Zone Dreamers, On isn’t just releasing a new collection. They’re rewriting the rules of how technical wear is seen, shared, and felt.

And it just might be the boldest campaign in the galaxy.