On opens first flagship store at Singapore's Jewel Changi Airport

A standout feature is the Magic Wall.

Swiss sportswear brand On has opened its first retail flagship store in Singapore, located at Jewel Changi Airport.

The 9,300-square-foot, two-level store showcases On’s full range of performance and lifestyle products, including running shoes, technical apparel, trail gear, and tennis footwear co-designed with Roger Federer. A preview of On’s kids’ collection is also available.

The space is designed around the brand’s “Dream On” philosophy, with curved surfaces, natural textures, and open lighting inspired by Singapore’s coastal running routes.

A standout feature is the Magic Wall, where customers can easily find and try on their ideal shoes. Interactive zones explain the brand’s CloudTec® cushioning and Speedboard® technology.

The store is divided into two main zones. Level 1, the Performance Zone, is dedicated to high-performance footwear and warm-weather training apparel, featuring popular models like the Cloudmonster and Cloudrunner.

At launch, it also highlights the Zendaya x On “ZONE DREAMERS” campaign, which focuses on versatile and culturally relevant training wear. A new innovation, LightSpray™, will be introduced soon.

Meanwhile, Level 2, the Lifestyle and Expansion Zone, includes performance tennis products, a lifestyle wall, outdoor footwear like the Cloudultra and Cloudrock, and a compact kids’ section.

The store will serve as a community hub, hosting weekly runs, training sessions, workshops, and the On Run Club Singapore.

This opening confirms Singapore’s role as a key market for On and signals the brand’s commitment to growing its presence in Southeast Asia.

The launch, in partnership with Gill Capital, marks a major step in the brand’s Southeast Asia expansion.