On Holding's Zendaya Collection Seen as Risk to Brand Positioning -- Market Talk
Dow Jones04-14
1439 ET - On Holding's co-created apparel and footwear collection with actress Zendaya blurs the brand's premium performance positioning, Jefferies analysts say in a note. "We see the messaging as misaligned with ONON's core performance-running DNA, leaning heavily on mass-market aesthetics rather than technical credibility," the analysts say. The collection has similarities to Under Armour's 2016 collection with fashion designer Tim Coppens, which prioritized premium fashion over athletics and was poorly received by consumers, the analysts say. (kelly.cloonan@wsj.com)
(END) Dow Jones Newswires
April 13, 2026 14:39 ET (18:39 GMT)
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