From Dubai to California and Brazil, Inside On’s Big Retail Expansion Plans

Swiss sportswear brand On is stepping up its global retail expansion, with plans to strengthen its presence across key international markets including Dubai, California and Brazil.

The company, known for its performance running shoes and growing lifestyle offering, is increasingly investing in physical stores as it seeks to bring its products and brand experience directly to consumers around the world.

Expanding beyond traditional running

On has evolved from a specialist running brand into a global sportswear business, with growing demand for its footwear and apparel helping drive its international expansion.

The company’s retail strategy is focused on creating distinctive stores that allow customers to experience its products, technology and brand identity in person.

Rather than relying solely on wholesale partners, On is increasing its direct-to-consumer presence, giving the company greater control over the customer experience and strengthening relationships with shoppers.

Dubai emerges as a key market

Dubai is an important destination in On’s international retail strategy, offering access to a highly international consumer base and a strong luxury and sportswear market.

The city’s position as a global tourism and retail hub makes it an attractive location for international brands seeking to reach affluent consumers and visitors from across the region.

On’s expansion in Dubai also reflects the growing popularity of premium performance footwear and athleisure products across the Middle East.

California and Brazil add to global ambitions

The company is also looking to strengthen its retail presence in the United States, including California, one of the world’s most influential markets for sportswear, fitness and lifestyle trends.

Brazil represents another important opportunity as On continues to build its presence in Latin America.

Expanding across these markets allows the company to reach diverse consumer groups while building greater international recognition for the brand.

A retail strategy built around experience

On’s retail expansion is not simply about opening more stores. The company is increasingly using physical locations to create immersive brand experiences and demonstrate its footwear technology.

Stores give customers the opportunity to test products, receive personalised guidance and interact directly with the brand.

This approach is particularly important in the premium sportswear market, where consumers increasingly expect brands to offer experiences alongside products.

On targets continued global growth

The expansion comes as On continues to pursue ambitious international growth and strengthen its position in the global sportswear industry.

With new and expanded retail locations across markets such as Dubai, California and Brazil, the brand is building a broader physical footprint to complement its digital and wholesale channels.

The strategy highlights a wider shift in sportswear retail, where leading brands are increasingly investing in direct relationships with consumers and experiential stores.

For On, the next phase of growth will involve taking its distinctive performance technology and design to more customers worldwide while building a stronger global retail presence.