Watch: Zendaya races across Prague rooftops in new sportswear campaign

Zendaya has returned to Prague for a cinematic new sportswear campaign that transforms some of the capital’s lesser-known modernist landmarks into the setting for an action movie.

The two-minute film for Swiss brand On opens among the ventilation towers at Strahov, where the Euphoria and Dune star races through a concrete landscape while being pursued by a group of women.

A choreographed fight unfolds around the nearby brutalist building used by Prague’s Technical Road Administration to manage the city’s tunnels. The chase later moves inside the New Building of the National Museum before reaching its rooftop for the film’s dramatic finale.

Unlike many international shoots that foreground Charles Bridge, Prague Castle or the Old Town, the campaign favors the city’s modern architecture.

The ventilation towers, concrete tunnel building and former Federal Assembly complex create an urban setting that could belong to almost any action-film universe. The only obvious giveaway for local viewers is the distinctive architecture.

Argentinian directing trio Pantera made the film, which draws inspiration from classic action movies and uses running, combat and stunt choreography to show how the new clothing moves.

The campaign introduces Zendaya’s second collection co-created with On and her longtime stylist Law Roach. Its designs include oversized sweatshirts, adjustable sweatpants and bodysuits and outerwear featuring a custom python pattern.

“Each season we’re elevating everyday basics,” Zendaya said. “With this collection, we had fun with a python print that acts like a modern camo.”

The footwear centerpiece is the Cloudnova Moon, redesigned with a Mary Jane-inspired silhouette and released in three color combinations.

This is the second recent On campaign featuring Zendaya to be produced in the Czech capital.

As The Prague Reporter previously noted, her 2025 Zone Dreamers campaign was filmed at Barrandov Studio. That retro science-fiction production presented the collection through a fictional movie trailer set on an interstellar mission.

Zendaya also spent time in Czechia during the production of Spider-Man: Far From Home in 2018. Scenes featuring Zendaya and Tom Holland were filmed in Prague and Liberec, including a romantic sequence on Charles Bridge.

The latest film highlights a very different side of Prague, replacing medieval streets and riverside views with concrete towers, geometric corridors and rooftops.

On launched the campaign and collection globally Oct. 1. The film and further details are available through the company’s official pressroom.