On and FKA Twigs redefine movement as the ultimate form of self-expression
Swiss sportswear brand Onwhose growth has exploded in recent years and which has taken on giants like Nike, continues its expansion into clothing with artist FKA Twigs.
“The Body Is Art, Part II” debuts a new collection of performance wear and sneakers for Spring/Summer 2025. We first teamed up with British artist FKA Twigs last year for the new line of workout clothing from the brand.
FKA Twigs directed and stars in a one-minute video, which highlights her belief that movement is an artistic expression that goes beyond physical performance. She directs the film alongside Paralympic wheelchair athlete Léa Bayekula, IFBB professional bodybuilder Michelle Mensah and dancer and movement director Nana Yaa.
“It’s about pushing personal boundaries, redefining beauty through function, and celebrating what the body can do,” FKA Twigs said in a statement. “Movement is not just a performance; it is expression, power and transformation.
The brand launched “The Body is Art” in September as part of its fall/winter 2024 collection. With this campaign, On aims to redefine training as “a living, breathing art form where the body becomes a canvas for the creative movement.
On’s lifestyle
Aside from performance, On has made inroads into the lifestyle category over the past year.
The brand has signed Zendaya to a multi-year contract including product development, global promotion and creative campaigns. The actress has already performed in several spotsincluding one with tennis star and On investor and partner Roger Federer.
“It’s no secret that I’ve been a huge fan of On for a long time: I always wear them on set or when I’m traveling, rehearsing or running with my dog,” Zendaya said. in a statement.
While On competes with brands like Hoka and Allbirds, as well as legacy brands like Nike and Adidas, it is carving out a path for itself in the athletic footwear industry.
Last November, the the brand recorded a record quarter both for its profitability and its turnover, which increased by 32.3% in the third quarter of 2024. It also achieved a net turnover growth rate of 27.3% during the first nine month of 2024.
