On, the Swiss sportswear brand renowned for redefining the sensation of running through innovative design and performance technology, announced the opening of its first retail flagship store in Singapore. Launched in partnership with Gill Capital, this milestone underscores On’s commitment to deliver a premium experience and marks a significant step in deepening its footprint in Southeast Asia. Strategically located in the Jewel Changi Airport, this opening highlights Singapore’s role as a key market and a vibrant, progressive gateway to Southeast Asia.
Photo: On
Singapore’s dynamic, multicultural landscape and thriving fitness culture make it an ideal environment for On’s mission To Ignite Human Spirit Through Movement, connecting meaningfully with a thriving community of runners, athletes, and outdoor enthusiasts. The expansion in Singapore is through a strategic partnership with Gill Capital, a veteran in retail for specialty brands in Southeast Asia, combining local expertise with shared brand values of innovation and performance.
Martin Hoffman, CEO of On, says: “We are thrilled to bring our ‘Dream On’ experience to Singapore. This store is more than just a retail space — it’s a place where innovation meets community, inspiring runners of all levels to push their boundaries and realize their full potential. This strategic move reinforces our commitment to a premium brand experience and deepens our connection with Singapore’s passionate running culture, further establishing our presence in this vital regional hub.”
A “Dream On” Experience: Retail Reimagined
Located at Jewel Changi Airport, in one of the world’s most iconic airports, the two-storey On store spans 9,300 square feet and introduces an innovative retail concept rooted in the brand’s “Dream On” philosophy. Designed to immerse visitors in the world of performance innovation, the space blends curved surfaces, greenery-inspired textures, and an airy lighting plan — creating an environment that is both kinetic and calming. It serves as both a transit sanctuary and a dynamic brand experience for travelers, locals, running community, performance enthusiasts, and even lifestyle enthusiasts alike.
Photo: On
The inspiration behind the store’s façade comes from Singapore itself — a vibrant metropolis known not only for its iconic skyscrapers and cutting-edge architecture, but also for its hidden gems beloved by fitness enthusiasts: its breathtaking coastal running routes.
Along these scenic paths, runners are immersed in views of the shimmering sea set against the city’s distinctive skyline. Our design concept seeks to capture this unique experience through the eyes of a runner, celebrating the powerful connection between On Lab and the spirit of movement.
At the heart of the experience is the Magic Wall, a sleek, modular installation allowing guests to quickly find and try on their ideal shoes. The store features interactive displays that demystify On’s signature CloudTec® cushioning and Speedboard® technology, providing visitors with a hands-on understanding of what makes the products so uniquely responsive.
The store offers a curated and wide selection of On’s most-loved running shoes, technical apparel, and accessories across Performance Running, Training and Movement, Trail Running, Performance Tennis, and Lifestyle, emphasizing the premium quality and purposeful design that resonates with discerning consumers. Trained sales teams offer personalized fittings and deep product insights, ensuring an accessible and engaging experience for everyone—from first-time runners to seasoned athletes.
The new On store at Jewel Changi is designed to offer an immersive experience that reflects our Swiss engineering and design ethos, spread across two distinct levels.
- Level 1: Performance Zone
The space is dedicated to high-performance footwear and warm-weather technical apparel, featuring hero models like the Cloudmonster and Cloudrunner. At the time of launch, a window Campaign is given to the Zendaya x On “ZONE DREAMERS”, showcasing training gear designed for movement, versatility, and cultural relevance. LightSpray™ will make its debut in the near future, offering an innovative new layer for athletes to look forward to. - Level 2: Lifestyle & Expansion Zones
Includes a tennis performance zone with products co-designed with Roger Federer, a lifestyle footwear wall with everyday silhouettes like the Cloudtilt and Cloud 6, and a performance outdoor section featuring travel-ready models like the Cloudultra and Cloudrock. A compact kids’ collection is also introduced as a preview of On’s growing family-friendly offerings.
More Than a Store: A Community Hub for Runners
Beyond retail, the Singapore store is envisioned as a vibrant community hub — bringing runners together and fostering a shared passion for movement. Upcoming initiatives include weekly group runs, training sessions, and workshops focused on running form, injury prevention, and recovery. The store will also serve as the home of the On Run Club Singapore, creating a space for like-minded individuals to connect, train, and push their boundaries together.
Photo: On
Martin Hoffman added: “Our goal is to create a space that not only showcases our innovative products but also nurtures a community of passionate runners. We believe that movement is a universal language that can bring people together and inspire them to achieve more. This dedication to community connection is a cornerstone of our brand, aligning with Singapore’s vibrant fitness culture and reinforcing our commitment to both innovation and experience.”
A New Chapter in Southeast Asia’s Performance Running Scene
With its foundation in innovation and a growing regional presence, On’s first Singapore store marks an exciting new chapter—driven by community, technology, and the shared pursuit of movement. As the brand continues to evolve globally, Singapore stands as a vital part of On’s mission to ignite the human spirit through movement, further solidifying its position as a leading premium sportswear brand in Southeast Asia.
