For the energy emitted in a textbook example of chemiluminescence, the peculiar red light produced by singlet molecular oxygen is about twice that of the spin-forbidden O(aΔ) → O(X∑) transition. Theoretical studies suggest that the O(aΔ)-O(aΔ) van der Waals interaction is weak, and at room temperature no long-lived complex is formed. Our high-level ab initio calculations show that in the bound domain of the dimer, the oscillator strength is very small, but increases at smaller intermolecular separations, where, however, the interaction is repulsive. We propose that the emission is induced by collisions: it takes place "on-the-fly", when the collision energy allows the system to access the repulsive part of the potential energy surface where the oscillator strength is relatively large. The contribution of different orientations of the two O molecules to the emission has been evaluated with a simple semiclassical model. The position of the emission peak is in accord with the experiment, and the estimated rate coefficient of collision-induced emission averaged over orientation is in reasonable agreement with the measurements.