Dreaming Together: How Zendaya and Roger Federer Redefined Storytelling with On’s Epic Air Tennis Campaign
Hey there, welcome back!
Let’s dive into something super cool today. You know how brands used to sell shoes or clothes by just showing the product? Well, times have changed, and now it’s all about telling a story. And who better to tell that story than Zendaya and Roger Federer, right? Let me introduce you to On’s recent campaigns that have completely flipped the traditional advertising script.
From Dreaming Together to Air Tennis: Zendaya’s Journey with On
First, let’s rewind a bit. Remember Zendaya’s Dream Together campaign with On? It wasn’t just about showing off sportswear. Instead, the campaign focused on the idea of dreaming, moving, and connecting — whether you’re an athlete or not. It resonated with people because it wasn’t just selling clothes; it was selling a lifestyle. It invited us all to dream together, encouraging us to win, lose, and try again after failing — “Together. Win. Lose. Fail. Try again.” (Peoplemag).
The Air Tennis Match: Taking Things Up a Notch
So how do you follow up a campaign like Dream Together? Easy — you bring in tennis legend Roger Federer! In their latest campaign, Zendaya and Roger face off in an epic “air tennis” match. The story starts with Zendaya meeting Federer at an On store, a subtle nod to her role in Challengers where she plays a tennis star (Luster Magazine). They challenge each other, but instead of a regular match, they play air tennis — no ball, just their imaginations and some killer moves! It’s quirky, unexpected, and honestly, it’s a lot of fun.
What’s really smart is how this campaign doesn’t just focus on the product. Yes, they’re wearing On apparel, but the story is all about connection, creativity, and having fun with movement. And that’s why it feels like a natural extension of Zendaya’s Dream Together campaign. It’s like they took the idea of dreaming together and turned it into a playful challenge with Roger Federer. I love how they kept the essence of inclusivity and trying again, making it feel like one big journey that we’re all invited to join.
Why This Campaign Is Smart (And Why I’m Obsessed!)
- The Perfect Follow-Up: It connects beautifully with Zendaya’s earlier Dream Together campaign, showing that this isn’t just a one-off — it’s an ongoing story.
- Soft Selling, Big Impact: Instead of saying, “Look at our shoes,” they’re saying, “Look at this awesome story.” And guess what? The shoes just happen to be part of it.
- Collaboration Goals: I mean, Zendaya AND Roger Federer? It doesn’t get more iconic than that!
- Inspiring Movement: This campaign isn’t just about tennis. It’s about moving, having fun, and dreaming big. It’s something we can all relate to, whether we’re athletes or not.
- Smart Connection with Challengers: On made a clever choice by featuring Darnell Appling, Zendaya’s real-life assistant, who also plays the chair umpire in the campaign. This small yet significant detail helped bridge the connection to Challengers, making it feel like an extension of the movie’s universe. It’s a subtle but brilliant way to appeal to fans of the film and make the campaign feel more integrated and authentic (Tennis.com).
The Campaign Impact: Numbers Don’t Lie
Just like the Dream Together campaign, this one made waves. It racked up Over 3.5 million people tuned in to watch Zendaya and Federer’s air tennis match. That’s like having the entire population of Los Angeles watch you play imaginary tennis! and 2.1 million+ interactions on Instagram and Twitter, and the comment sections are full of positive vibes (Tennis.com). It’s clear people are loving this blend of storytelling and sport. And let’s not forget how this campaign boosted On’s brand awareness by 20% among Gen Z and Millennials (Peoplemag).
Why This Matters
On didn’t just create another ad; they created an experience, a story that connects the dots between dreaming, challenging yourself, and being fearless. It’s not just about wearing On; it’s about living it. And that’s why I think this campaign is so genius.
Final Thoughts: A Lesson in Storytelling
So there you have it — an epic collaboration that ties together Zendaya’s Dream Together journey with an unforgettable air tennis match against Roger Federer. It’s a reminder that whether you’re on the court or off, it’s all about daring to dream, facing challenges, and rising again.
In the end, this campaign is a perfect example of how storytelling in marketing has evolved beyond just selling a product. It’s not about showing us the latest pair of sneakers or sportswear; it’s about inviting us into an experience that inspires us to dream, to challenge ourselves, and to bangkit when things get tough. Zendaya and Roger Federer’s journey with On isn’t just about shoes — it’s about creating a movement, a lifestyle, and a reminder that we all have the power to rise again. And that’s the kind of storytelling that truly makes a brand unforgettable.
Until next time — keep dreaming, keep moving, and always remember to raise again and try again. Ciao!
