# Movement-Inspired Brand Partnerships On Has Announced a Multi-Year Partnership with Zendaya By Kalin Ned | Published 2024-06-13 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/zendaya References: [insider.fitt.co](https://insider.fitt.co/press-release/zendaya-and-on-announce-multi-year-partnership-focused-on-movement-and-storytelling/) On and Zendaya's [multi-year partnership](https://www.trendhunter.com/trends/nike-and-lego-1) will focus on promoting movement and storytelling. This collaboration aims to create meaningful conversations around well-being and produce [innovative product collections and creative campaigns](https://www.trendhunter.com/trends/soft-wins-campaign). Zendaya, known for her influential roles and fashion sense, will bring her storytelling and stylistic approach to On's designs. On and Zendaya's partnership kicked off with the 'Dream Together' campaign, a [short film directed by C Prinz](https://www.trendhunter.com/trends/gap-and-parker-posey) that highlights how movement can unite people from diverse backgrounds. This campaign underscores the importance of collaboration and inclusiveness, reflecting Zendaya's values and On's mission to inspire through movement. Consumers might be interested in this collaboration because it brings together Zendaya's influence and On's commitment to high-quality, stylish sportswear. The emphasis on movement, well-being, and community connection, coupled with Zendaya's creative input, may serve to deliver unique and appealing products and campaigns. Image Credit: On ## Trend Insights (Trend Hunter) - Score: 6.9/10 - Popularity: 91% | Activity: 93% | Freshness: 24% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Celebs](https://www.trendhunter.com/celebs) ## Key Themes ### Why This Trend Is Growing - **Celebrity-centric Product Lines:** Brands are increasingly collaborating with high-profile celebrities to create exclusive, innovative, and influential product collections that resonate with diverse consumer bases. - **Movement-centric Marketing Campaigns:** Marketing initiatives that emphasize the importance of movement and physical well-being are gaining traction, appealing to health-conscious consumers through compelling and inclusive storytelling. - **Inclusive Storytelling in Branding:** Brands are leveraging inclusive storytelling to connect with audiences on a deeper level, promoting values of diversity, unity, and community within their campaigns. ### Industries Being Reshaped - **Sportswear:** The sportswear industry benefits from integrating celebrity influence and creative storytelling to produce unique, appealing product lines that emphasize both style and functionality. - **Entertainment:** Entertainment sectors are increasingly intersecting with fashion and sportswear brands, utilizing star power to drive engagement and expand their influence into lifestyle segments. - **Health and Wellness:** Health and wellness industries are adopting movement-inspired campaigns to promote physical activity and well-being, tapping into the cultural shift towards a more active and connected lifestyle. ## Related on Trend Hunter - [Lunar-Inspired Footwear](https://www.trendhunter.com/trends/cloudzone-moon.md) - [Singer-Collaborative Activewear Capsules](https://www.trendhunter.com/trends/body-is-art.md) - [Empowering Performance-Driven Activewear Initiatives](https://www.trendhunter.com/trends/oner-active.md) - [Athlete Celebrity Campaigns](https://www.trendhunter.com/trends/zne-collection.md) - [Co-Branded Performance Running Sneakers](https://www.trendhunter.com/trends/kith-on-running-collaboration.md) - [Ambassador-Focused Footwear Campaigns](https://www.trendhunter.com/trends/vans.md) - [Playful Sport-Centric Partnerships](https://www.trendhunter.com/trends/nike-x-lego-group.md) - [Athletic Beauty Collabs](https://www.trendhunter.com/trends/rematch-debuted.md) - [Wellness-Forward Running Campaigns](https://www.trendhunter.com/trends/soft-wins.md)