Swiss premium sportswear manufacturer On is aggressively expanding its apparel segment, leveraging a new co-created collection with global icon Zendaya to diversify its revenue streams. While footwear remains the brand’s primary engine, On’s apparel and accessories division reported a significant 68.2 per cent growth in 2025, reaching a 7 per cent share of total net sales. By integrating Zendaya’s stylistic influence with longtime collaborator Law Roach, On aims to capture the burgeoning ‘lifestyle-performance’ crossover market. This strategic initiative is central to the company’s objective of achieving net sales of CHF 3.44 billion by FY26-end, representing a forecasted 23 per cent Y-o-Y year-on-year increase.
Cinematic storytelling and commercial versatility
The launch is underscored by a cinematic campaign directed by Academy Award-winner Spike Jonze -‘Shape of Dreams,’ which prioritizes creative narrative over traditional product specifications. This high-production approach reflects a broader industry trend where premium brands utilize cultural prestige to justify higher price points in a cautious consumer environment.
Featuring versatile silhouettes like parachute pants, ribbed tanks, and the new Cloudnova Moon footwear, the collection is engineered to transition seamlessly from athletic use to daily wear. This focus on ‘multi-use’ garments addresses the 2026 consumer preference for functional investment pieces over single-category sportswear.
Navigating global retail headwinds and opportunities
Despite a projected low-single-digit growth for the global fashion sector in 2026, the sportswear and premium-lifestyle segments remain resilient. Having grown by nearly 40 per cent on a constant currency basis last year, On’s direct-to-consumer (DTC) channel serves as the primary vehicle for this collection's global rollout on April 16. However, the brand faces the challenge of maintaining its premium 63 per cent gross profit margin amidst rising artisanal production costs and a crowded technical-apparel market. By positioning Zendaya as a creative partner rather than a mere brand ambassador, On is attempting to build long-term brand equity that transcends seasonal celebrity endorsements.
Based in Zurich, On specializes in high-performance footwear and technical apparel, utilizing its proprietary CloudTec cushioning technology. The brand has expanded into nearly 70 global retail locations, focusing on the running, outdoor, and tennis categories. Following a record-breaking 2025 where annual revenue surpassed CHF 3 billion, On is currently scaling its apparel offerings and innovative LightSpray robotic manufacturing to solidify its position as a dominant global premium sportswear leader.
