On has arrived at Sports Direct

Sports Directhas announced the long-awaited launch of On across its key stores including flagships in London, Birmingham, Manchester and its brand new Cardiff location, opening on Friday 23rd February.

On has gained significant industry recognition and consumer popularity in recent years for its innovative technology, performance focused products and sustainable initiatives – with its arrival supporting Sports Direct’s ongoing elevation strategy across Europe.

The introduction of On further strengthens Sports Direct’s Running Starts Here initiative, which aims to champion the legend in all consumers, no matter where they are on their running journey. Aligning with Sports Direct’s Fast, Everyday and Off Road categories, On’s footwear and apparel will be stocked in select stores, with a series of in-store activations to accompany the arrival including try on sessions and Q&A events with On ambassadors. On Thursday 29th February, Sports Direct and On will host a guided run from London’s Oxford Street flagship location, and again on Thursday 7th March from Sports Direct’s new Cardiff location.

Frasers Group CEO, Michael Murray said: “The arrival of On marks a significant step in enhancing our consumer experience and offering choice across the biggest global brand partners. There are very few brands that have captured the attention of the running community and sports industry quite like On has and, with this launch, we’re excited to continue to offer consumers the very best brands, product innovations, and experiences for every part of their sports and fitness journey. We’re looking forward to further collaborating with the On team and expanding across further European locations and online.” 

On Co-CEO, Marc Maurer, commented: “We are thrilled to work with them to launch On in its stores across the UK. This partnership marks a pivotal moment, where our innovative running gear meets Sports Direct’s community of sports enthusiasts, offering the best quality athleticwear under one roof and encouraging participation in sports. Together, we’re poised to inspire individuals to elevate their performance and embrace the joy of movement.”

The flagship kickoff will also see On arriving in Sports Direct’s Leicester, Norwich, Gateshead & Belfast stores, with the popular sportswear brand landing at other key locations across theSports Direct retail and online estate by the end of the year.

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