• by Sarah Mahoney  @mahoney_sarah, June 6, 2024

Who needs those overpaid and overhyped male athletes to promote their sneaker brands? Not On Running. The red-hot shoe company just unveiled “Dream Together,” a new campaign starring Zendaya, the film star who speaks to the heart of Gen Z’s collective thinking. The young actress (who admittedly may also be overpaid and overhyped) shows why On’s shoes are flying off shelves in the U.S. while companies like Nike and Under Armour are stumbling.

The 60-second spot, shot by C Prinz, follows Zendaya as she walks among undulating athletes who are 50% percent balletic and 50% choreographed, with zero room for sweaty individualism.

“Together,” she repeats often, interspersing the focus on community in short sentences that promote the resilience that comes from movement. “Move. Learn. Dream. Whether we’re athletes. Or not.”

And there’s not a word about fitness.

The effort promotes the Swiss company’s new “Zendaya Edit,” a collection of shoes and workout wear that the company says is born of “a shared love of movement, a commitment to well-being and a passion for connecting with communities.”

The company, based in Zurich, says it will continue to work with Zendaya on future products and creative campaigns.

The 27-year-old actor, whose breakout roles include Emmy- and Golden Globe-winning performances in “Spiderman: Homecoming,” “Euphoria,” “Dune” and “Dune 2,” has been an outspoken advocate for mental health. She is currently starring in “Challengers,” a romantic drama where she plays a ferocious tennis star turned coach.

She’s also become a fashion heavyweight, co-hosting this year’s Met Gala and starring in ads for LVMH’s Louis Vuitton and Bulgari. She has also worked with Lancôme, CoverGirl and SmartWater.

The new campaign comes just weeks after On’s first-quarter financial results, revealing a 21% year-over-year sales gain, with direct-to-consumer sales soaring 39%. It reiterated its forecast of 30% sales growth for the full year, as it reported market-share gains, especially in running. By comparison, Nike managed just a 2% gain in footwear sales in its most recent quarter, while Under Armour’s footwear sales dropped 11%.