On is now openly sharing its ambition to rival the world’s foremost sportswear and equipment brands. Originally founded by a team of running enthusiasts, the small Swiss brand has experienced speedy growth in recent years. Last year, On launched its first store in Paris, located in the Saint-Germain des Prés district, and has now put up a flagship presence on one of the French capital’s busiest commercial streets, Avenue des Champs-Elysées, the store being 1,513-square-metres in area.
The ground floor highlights partnerships and new releases, comprising collections inspired by the partnership with actress Zendaya. With the Paris Olympics and Paralympics forthcoming, the store also provides the Swiss Olympic team’s specially designed collection.
The basement area, devoted to On’s core running shoe products, boasts an extensive range of models for various distances, including trail running, besides the brand’s apparel range, which has been a current focus. It also displays On’s performance lines and a new series of foldable bags for urban and outdoor activities.
On’s tennis range is on the first floor, featuring the ‘Roger’ shoes named after On’s minority shareholder, Roger Federer, present in eight models. The floor also emphasises performance apparel customsised for tennis enthusiasts motivated by the Swiss legend. It’s here that On displays its innovation legacy, especially the Cloud technology, and its lifestyle range, comprising T-shirts, joggers, and sweatshirts in heavy cotton that incorporate aspects of the brand’s performance range.
The new On flagship expects to employ up to 120 people, reflecting its scale and operational scope. With revenue attaining approximately US $ 2 billion in 2023, a 47 per cent increase from the previous year, On is aggressively chasing its international expansion plans. Presently running 20 monobrand stores, the Swiss brand strives to further establish its presence in major global capitals, such as its current opening on Queen’s Road Central in Hong Kong.
