The partnership with #Zendaya may sell #On a few thousand more shoes, but it won’t do the brand's positioning any good. Just now that the Swiss company had managed to beat Nike on the #running segment, the (hitherto successful) factor of product hyper-specialization is now in danger of fading into lifestyle. This will reflect on shifting the starring role, for what concerns the brand narrative, from runners - by its nature an unaesthetic discipline - to frail pilates beauties.
An evidently data-driven gamble that risks thwarting years of exceptional efforts and paling in the noise of competition. A mistake Hoka, among others, is careful not to make, insisting on "blood and mud" testimonials to keep the flag firmly planted on the ultra niche.
The latest commercial, in which the Hollywood star dribbles "air tennis" (as in: without a ball) with Roger Federer, is a demonstration of the communicative vacuum that On's choice leaves behind: Zendaya is not believable when she plays tennis (unless Guadagnino is sitting behind the camera) and you certainly can't put her on a run. All that's left is the gag. Expensive, well shot, and yet desperate, bloodless, empty.
The exceptional quality of the product, its innovativeness and vision, ceded to the sidewalks or, at best, to hospital ward comfort in the company of Dr. Scholl's.
It will fly on the stock market, but at the cost of brand consistency. And for that the price is steep, far more than Zendaya’s fee.
#runners #shoes #advertising #testimonial
