• by Sarah Mahoney , August 13, 2025

On Holdings is raising its full-year sales forecast and launching its first apparel collaboration with Zendaya, betting on a potent mix of celebrity clout and performance credibility to widen its lead over bigger rivals.

The Swiss running company now expects sales to climb 31% in 2025, up from its earlier 28% projection, despite tariffs and a broader pullback in consumer spending that’s hitting the sportswear category. The forecast comes on the heels of President Trump’s July 31 announcement of new reciprocal tariffs — headwinds that haven’t slowed the brand’s momentum.

To keep that growth curve steep, On is rolling out “Be Every You,” a global ad campaign showcasing its new apparel collection designed with Zendaya, who joined as brand ambassador last year. The effort blends the “Euphoria” star’s style credentials with her advocacy for mental health — a message that resonates with Gen Z’s appetite for wellness-driven brands.

“Sometimes it feels like the world is telling you who to be,” she says in the campaign’s voice-over. “Too loud. Too quiet. Too much. But not enough…..Be every you.”

The limited-edition line includes a $300 bomber jacket, a $150 studio bodysuit and the $200 Cloudzone Moon shoes, the first footwear to emerge from the Zendaya collaboration. The company is already teasing a follow-up release, the Cloudtilt Moon, set for October. As reported in Footwear News, that shoe will feature a soft silhouette designed for recovery, with a sock-like knit upper.

On says the collection underscores its broader mission to improve lives through movement, while giving younger shoppers reasons to connect with the brand beyond running shoes. Zendaya’s 177 million Instagram followers make her a powerful amplifier.

The launch comes after a standout quarter for On, with sales up 32% (38% in constant currency) and direct-to-consumer revenue surging 47%, driven in part by gains in the Asia/Pacific region. The brand also continues to expand its presence in tennis and trail categories, alongside its core running lineup.

With the Zendaya drop, On is signaling that its ambitions go well beyond performance — and that it plans to keep pushing style and storytelling as hard as it pushes speed.