Celebrity Partnerships That Are Challenging the Game
The Power of Secondary Brand Association
Image by On
We’ve all heard it before: “Be careful who you associate with.” It’s a piece of advice that’s true for people—and it’s just as true for brands. The collaborators a brand chooses can shape how the world perceives them, and that’s where secondary brand associations come in.
Secondary brand associations are the feelings and thoughts that consumers connect to a brand. These can stem from the brand’s partnerships with other brands, people, events, or places. And let’s face it—first impressions are everything. Often, those impressions are visual, making them a huge part of a consumer’s initial perception. But let’s not forget other senses like sound, taste, and even smell—they can all play a role in how customers feel about a brand, too.
So, what’s the secret sauce? Using secondary brand associations to boost visibility and credibility. One of the most effective ways to do this is through celebrity endorsements. A well-chosen celebrity can elevate a brand, especially if their values align with the brand’s mission.
Take Zendaya’s collaboration with On the brand, for example. After the buzz around her film Challengers, Zendaya connected with On through her custom designer, and she quickly became a fan. She began rocking their gear during her press tour, wearing it on red carpets and in her day-to-day life. Not only did she bring On into the fashion spotlight, but she also helped shift the perception of the brand from just running shoes to full-on fashion statement pieces. Plus, Zendaya is passionate about social impact, especially supporting black and brown communities with access to art and healthcare. This partnership is more than just stylish—it’s a chance to make a difference.
Since launching, the collaboration introduced Zone Dreamers, a new collection with Zendaya’s personal style at its core. The campaign has fresh, eye-catching visuals, and features the Cloudzone shoe alongside new clothing, like knit biker shorts and one-pieces. The "Zendaya Edit" is a true reflection of her fashion-forward style, and with Law Roach making an appearance in the campaign, it’s safe to say it’s iconic.
Then there’s Coco Gauff for Miu Miu x New Balance. The Miu Miu x New Balance collaboration took off in 2022 during Paris Fashion Week, and the pieces were instant favorites. To take things to the next level, they brought on 2023 U.S. Open Champion, Coco Gauff, to help drive the new line. Coco’s the muse behind the latest shoe and an entire tennis line designed for both on and off the court. The shoe’s grippy sole is perfect for high-performance tennis, but its sleek, ballet slipper-like design has made it one of the year’s trendiest sneakers. And the best part? Coco will be the first to wear the designs, debuting them at professional sporting events before the collection hits stores in September. It’s a collaboration that’s reshaping tennis fashion with bold, fresh silhouettes.
These partnerships are proof that a carefully chosen collaboration can not only open doors to new audiences but also give the brand a fresh identity. It’s all about aligning with the right person to amplify the message and make a lasting impact. So whether it's through fashion, social change, or performance, celebrity collaborations are changing the game—and I’m here for it.