On Just Signed Zendaya. Here’s Why the Match Makes Sense.On has officially inked Zendaya. That sentence wouldn’t have made too much sense just a few years ago — and neither, perhaps, would the partnership. The Swiss running brand, which was founded in 2010, reserved its initial sponsorships for endurance athletes, people like Nicola Spirig, Yared Nuguse, Hellen Obiri, David Kilgore, Gregoire Curmer. But she is the household name, an A-plus-lister who appears to be just getting started, who somehow makes the fulcrum of art, activism, fashion and celebrity appear graceful. On was already cool — it already had Ben Shelton, Joana Hanna, a hook-up with WalkGood LA. But this is different. |