Alright folks, let’s talk about the latest buzz in the sports marketing world. On Running, the Swiss sportswear disruptor, is shaking things up big time. They’ve just announced a game-changing multiyear partnership with none other than Zendaya. Yes, Zendaya! She’s not just an actress, she’s a fashion icon, a trendsetter, and now, the new face of On Running. But why is this such a big deal? Let’s break it down.
First, let me set the Stage on On Running’s Rise
Founded in 2010, On Running has rapidly ascended the ranks of the sportswear industry. Known for their lightweight, comfortable designs and a strong commitment to sustainability, they’ve been making waves. Their parent company, On Holding, went public in 2021, and they’ve been smashing expectations ever since. In Q1 of this year alone, they saw a nearly 20% increase in revenue, hitting $561 million. Impressive, right?
So, what’s the deal with Zendaya? She’s not an athlete. She’s an actress celebrated for her roles in “Dune,” “Euphoria,” and the critically acclaimed “Challengers,” where she plays a tennis pro turned coach. But here’s where On Running’s strategy shows its brilliance. They’re not just selling sportswear; they’re selling a lifestyle. Zendaya embodies the modern, fashionable, and dynamic lifestyle that On Running wants to be associated with.
Think about it: On Running started with footwear, mostly targeting men. As they expand into women's apparel, partnering with an entertainer makes perfect sense. There isn’t a single athlete in the running world with the influence Zendaya wields. Out of the most-followed people on Earth, Zendaya ranks 23rd. Only three athletes make the top 25, and they’re all global football stars, a domain On Running doesn’t touch.
This partnership marks a natural evolution. Big brands often team up with entertainers after establishing their sports credentials. Plus, let’s face it, a Swiss running brand can seem pretty vanilla. Diversifying their roster with a global icon like Zendaya spices things up, giving On Running a fresh, dynamic edge.
The “Dream Together” Campaign
Let’s talk about the campaign that’s kicking off this partnership – “Dream Together.” Directed by C Prinz, this campaign isn’t just about sports; it’s about unity. It’s about bringing people together through movement. Picture this: Zendaya narrates an inspirational message as a troupe of dancers, decked out in On Running gear, performs expressively on a running track. The message? Sports and movement can bridge divides and bring people from different backgrounds together. And with the Summer Olympics in Paris just around the corner, the timing couldn’t be better.
Beyond the Screen: Zendaya’s Role in Product Development
But Zendaya’s role isn’t just limited to appearing in ads. She’s actively involved in reimagining On Running’s products and developing future collections. Imagine the fusion of Zendaya’s impeccable fashion sense with On Running’s innovative designs. It’s like blending the best of both worlds – performance and style.
Now, let’s take a step back and look at the bigger picture. On Running is sold in over 60 countries. They’re not just a local player; they’re a global powerhouse. And this partnership with Zendaya? It’s a strategic move to solidify their position on the world stage. Martin Hoffmann, co-CEO and CFO, summed it up perfectly in their May earnings report: “We’re extremely excited for the months to come, filled with groundbreaking innovations, big partnerships, and the opportunity to have a notable impact in Paris this summer.”
In the fiercely competitive sportswear market, On Running isn’t the only one making bold moves. Legacy brands like Nike and Adidas are facing fresh business pressures. Meanwhile, emerging names like Hoka, known for their chunky designs, are ramping up their marketing efforts. Hoka, for instance, launched a massive global campaign after surpassing $1 billion in sales. The stakes are high, and On Running’s partnership with Zendaya is a clear statement: they’re here to play, and they’re playing to win.
Counter-Arguments: Is Zendaya the Right Fit?
Of course, not everyone is sold on the idea of partnering with a non-athlete. Some might argue that an athlete would bring more authenticity to the brand. After all, sportswear is all about performance, right? But let’s flip the script. Zendaya’s influence extends far beyond the sports arena. She’s a cultural icon with a massive following. Her fans aren’t just looking for performance; they’re looking for style, sustainability, and a brand that resonates with their values. And On Running is delivering just that.
So, what can other brands learn from On Running’s bold move? Here are a few key takeaways:
Think Beyond Traditional Boundaries: Don’t limit your brand to one category. By partnering with Zendaya, On Running is positioning itself as a lifestyle brand, not just a sportswear company.
Leverage Star Power: Choose ambassadors who align with your brand values and can help you reach new audiences. Zendaya’s involvement brings a fresh, fashionable perspective to On Running.
Create Emotional Connections: Campaigns like “Dream Together” tap into universal themes of unity and movement, creating strong emotional bonds with consumers.
Stay Ahead of Trends: Be proactive in identifying and partnering with influencers who can set trends and keep your brand relevant.
Innovate Continuously: Keep pushing the boundaries of product design and sustainability. On Running’s commitment to innovation is a key factor in its success.
Conclusion: A Winning Strategy
In the end, On Running’s partnership with Zendaya is more than just a marketing move; it’s a strategic evolution. It’s about blending performance with style, sports with lifestyle, and innovation with sustainability. As they gear up for a notable impact at the Summer Olympics in Paris, On Running is setting a new standard in the sportswear industry.
So, the next time you lace up your running shoes, think about the brand behind them. Think about the bold moves, the innovative designs, and the cultural icons that make them stand out. Because in the world of sports marketing, it’s not just about selling products; it’s about creating a movement. And On Running, with Zendaya by their side, is leading the way... are we sure about it ?
Here's the kicker: why is On the only one hyping this up? 👀
Zendaya, with her 200 million strong following, has been radio silent about this campaign on social media. Meanwhile, On Running has gone ham, posting about it nine times on their feed and stories. But hold up, not a single one of these posts shouts out the collab. That's a big no-no in our social media-driven world.
On Running's got almost 2 million followers, Zendaya's got 200 million. They need her social media juice. Athletes? They're all over the place—on the field, in the tunnel, even making waves in pop culture. But Zendaya's all about film and high fashion. Travis Scott nails partnerships by showing up everywhere, but Zendaya? Not so much.
Behind the scenes at On, their brand and social media teams must be pulling their hair out. Zendaya's crew ain't even giving them the nod on any of those nine posts. But hey, it's early days. Panic button? Nah, not yet, my friends. But what if...?
Bonus: latest controversy...:"The Cloudneo Scandal"...
But it’s not all smooth sailing for On Running. The brand recently found itself in hot water over its “Cloudneo” sneaker. Marketed as a revolutionary, fully recyclable shoe with an infinite circular system to reduce waste, it sounded like the perfect product for eco-conscious consumers. With an innovative subscription model, runners could return their worn-out shoes every six months and receive a new pair made from the old ones. Sounds great, right?
However, a Swiss TV channel, RTS, uncovered some troubling facts. The Cloudneo is made from castor oil, transformed into plastic in a high-risk Seveso-classified factory in Marseille, posing significant risks to nearby residents. The shoes are then manufactured in Vietnam, where workers are paid below a living wage. The biggest kicker? Despite being marketed as fully recyclable, On Running has yet to actually start the recycling process. Two years after launch, the company admits it’s still “on track to begin” recycling. Scientists point out the significant challenges in recycling this type of plastic, potentially undermining the shoe’s entire concept. Adding to the controversy, producing a single Cloudneo shoe involves a 28,000-kilometer journey, hardly the sustainable image the brand promotes. In response, the ecological movement Campax staged a protest with a mock bloodied Federer, a prominent ambassador and shareholder, in front of On Running’s headquarters. Federer himself has remained silent.
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