In Los Angeles, practices that may be considered unconventional or “woo-woo” in other cities are commonplace. People in LA openly discuss concepts like energy and alignment of vibes, and it’s not unusual for business meetings to start with intention-setting or meditation. At a recent meeting at WalkGood LA, a nonprofit community wellness organization run by siblings Etienne and Ivy Coco Maurice, this typical LA scene took an unexpected turn when marketing executives from the Swiss athletic brand On and actress Zendaya were present. The meeting began with a unique icebreaker where participants were asked to stick out their tongues and sigh loudly, setting an unusual tone for the discussion.
Zendaya, who initiated the partnership with On after being introduced to the brand by a costume designer, was filled with anxiety before the meeting at WalkGood LA. The purpose of the meeting was to brainstorm ideas for Zendaya’s new partnership with On, which is focused on incorporating social impact initiatives. The partnership, still in its early stages, has already produced a campaign film titled Dream Together and is working on a capsule collection designed by Zendaya. Both Zendaya and On are passionate about using their collaboration to ignite the human spirit through movement and connect Black and Brown communities with arts and health, making WalkGood LA an ideal setting for their discussions.
The partnership between Zendaya and On stands out from other celebrity collaborations because it developed organically rather than being a marketing maneuver by the brand. Zendaya’s genuine enthusiasm for the brand’s products, which she has worn on red carpets and in everyday life, led to the partnership. While they are still in the process of figuring out the specifics of their collaboration, the focus remains on creating meaningful social impact through their work together. WalkGood LA’s mission aligns with this goal, as the nonprofit aims to help underserved communities connect through arts and health initiatives, making it a valuable resource for both Zendaya and On as they plan their collaboration.
In the creative meetings held at WalkGood LA, the team discussed how to infuse social impact into their partnership and engage with communities in meaningful ways. Zendaya’s passion for community engagement and On’s commitment to igniting the human spirit through movement were key drivers in the collaboration. By partnering with a non-profit like WalkGood LA, both Zendaya and On are able to tap into a wealth of knowledge and expertise in community wellness and social impact, ensuring that their efforts have a lasting and positive effect on the communities they aim to reach.
As the partnership between Zendaya and On continues to evolve, the focus remains on leveraging their influence and resources to make a positive impact on underserved communities. By collaborating with a non-profit like WalkGood LA, they are able to benefit from the organization’s expertise in community wellness and social impact, ensuring that their efforts are both meaningful and sustainable. With a shared commitment to igniting the human spirit through movement and connecting underserved communities with arts and health initiatives, Zendaya, On, and WalkGood LA are poised to make a lasting and positive difference in the communities they serve.
