Background: Swiss sneaker brand On was founded by a former professional triathlete who wanted shoes that felt like "running on clouds" (that's where the company's name came from). One of On's biggest advantages has been its partnership with tennis legend Roger Federer, who became both an investor and co-owner in 2019.

What happened: On reported a 26.4% jump in first-quarter sales above US$1 billion, beating analyst expectations Buy that's not all, On also upgraded its operating profit margin guidance for 2026, thanks to continued global demand for the its premium footwear and apparel.  

What else: Despite the momentum, growth in the US (its biggest market) slowed to 17.1% from 28.6% a year ago. And its share price actually fell 4% on the day of those results. Now, the brand is adding Zendaya to its stable with a new clothing range targeting younger female consumers. And if the Zendaya partnership lands, it could open up an entirely new fashion channel for the brand.    

What's the key learning?

💡The right ambassador can completely redefine who a brand is for. Roger Federer helped build credibility with performance-focused consumers and athletes, while Zendaya is helping shift the brand toward younger, fashion-conscious audiences.

💡 Consumer influence matters too when it comes to gaining customer trust. A 2024 Nielsen report found that 69% of consumers trust recommendations from influencers and celebrities when making purchasing decisions.

💡And these celebrity/sportsman partnerships with brands can pay off big time. For example, Nike's brand-within-a-brand strategy with Michael Jordan has grown into a business generating around $7 billion in annual revenue. So On is hoping that Zendaya can help elevate the brand into a cultural icon... and not just a sporting brand.