On Running debuts in South Korea with two stores

On Running continues its international expansion, with a focus on Asia. In the APAC region, the Swiss running brand increased its 2024 sales by 33.6% to CHF 168.6 million and is now opening its first stores in South Korea.

Both stores are in prime locations in the Korean capital, Seoul: at The Hyundai Seoul department store and at Lotte World Mall Jamsil. On said in a statement that both locations mark an important milestone for the brand’s presence in the Korean market.

The new stores carry the Swiss brand’s full product range: running shoes alongside outdoor, tennis and lifestyle apparel, plus kid’s wear.

A highlight of the openings is the collaboration with Post Archive Faction (PAF). The contemporary label, long celebrated well beyond its appearance at Pitti Uomo, is presenting selected styles in both On stores. Also on display are collection pieces from On’s global brand partner, Zendaya.

“We are thrilled to bring the full On experience to Seoul- our first direct-to-consumer stores in South Korea. The city perfectly reflects our passion for design, innovation and an active lifestyle,” said Rebecca Cai, APAC General Manager at On, about the twin openings.

Alongside the shopping experience, the stores in Seoul will serve as hubs for the sports community, hosting community-led programmes and events. These include group runs and experiential initiatives designed to strengthen customer loyalty and foster a shared passion for movement and wellbeing.

The store design is inspired by the everyday lives and environments of Korean runners, capturing the textures and energy of the city’s running routes- from urban asphalt and brickwork to natural gravel paths. Combined with materials such as aluminium and glass, the design creates a visual ambience that seamlessly marries functionality with an emotional connection to running culture.

“This is a pivotal moment for us, fuelled by the phenomenal momentum we’ve seen across the APAC region. Our trusted wholesale partners have laid a fantastic foundation here, and these new flagship stores are the next step in our strategic multi-channel development. They provide a unique space to showcase the full breadth of our brand- especially our growing apparel collection- and to create inspiring places where our community can meet, connect and be inspired,” said Rebecca Cai.