Swiss Sportswear Brand “On” Establishes Presence in Tokyo

The Swiss sportswear firm inaugurates a new flagship shop and unveils its cutting-edge footwear technology.

In September, Swiss sportswear brand On commemorated the inauguration of its new flagship store in Tokyo's Ginza neighborhood, attracting technology aficionados eager to witness the debut of the company's LightSpray invention at the newly established On Labs.

Enhancing the On Experience: On Flagship Store Tokyo Ginza

The inauguration of the On Flagship Store Tokyo Ginza was a pivotal achievement in On's expansion throughout Asia. The Ginza site is On's second store in Tokyo and the second-largest flagship store globally, thereby reinforcing the brand's presence in Japan and the Asia Pacific region.

The store's design philosophy integrates Tokyo's metropolitan landscape with On's Swiss meticulousness. It has a two-story atrium, a brand storytelling display, and a sleek minimalist façade.

The launch was highly successful, drawing more than 600 people for an exclusive day with members, over 80 media representatives, and 240 opinion leaders, who participated in a press conference and opening night party.

Swiss Innovation Unleashed: On Labs Tokyo and LightSpray

On Labs Tokyo, a temporary brand space in the vibrant Harajuku neighborhood, emerged as a dynamic center for community engagement and the exhibition of groundbreaking innovation. During a span of nine days, the venue hosted guests for the "On Labs" activation, which has previously traveled to Paris, New York, Boston, Zurich, and Berlin.

The primary highlight was the Asia-Pacific debut of the LightSpray™ robot, which showcased its capability to produce a seamless top in under three minutes.

The Sports Lab experience, including people jogging on a treadmill while donning the Cloudboom Strike LS, garnered significant popularity with 171 sign-ups for running analysis. More than 360 individuals engaged in the daily calligraphy workshops. The dynamic Three Minute Challenge final, which featured finalists from treadmill running competitions in Paris, Boston, and Zurich competing against Tokyo runners, alongside morning runs, yoga, and sound meditation classes, significantly engaged Tokyo's running community.

Additional highlights encompassed panel discussions featuring newly crowned World Champion Geordie Beamish and Japanese local icon Ryuji Miura on the “Art of Steeplechasing,” a unique dance workout led by renowned choreographer RIEHATA, and a professional nutrition discourse with On athlete Kotaro Shinohara and Hiromi Kim.

The World Athletics Championships in Tokyo was a landmark occasion for On athletes, signifying the brand's most successful performance on the global arena. A record 63 competitors from 30 nations participated in 13 sports, with 34 advancing to the finals. The squad secured three gold medals and one silver medal, marking the brand's inaugural outdoor World Championship medals.

“Tokyo 2025 represented a pivotal moment for On, exemplifying our aggressive growth strategy in Asia, where we demonstrated the core attributes of our brand in retail, innovation, and elite performance,” stated Olivier Bernhard, Co-Founder of On. “From the immersive experience at On Labs Tokyo to our inaugural World Championship gold medals, our teams and athletes have inspired the globe and exemplified the essence of truly Dreaming On.”