Swiss footwear brand On has opened its first Southeast Asia flagship store at Jewel Changi Airport in Singapore.

Spanning 9300sqft across two levels, the store builds on the brand’s “Dream On” concept, which aims to create a space that is both functional and inviting.

“This store is more than just a retail space – it’s a place where innovation meets community,” said Martin Hoffman, CEO of On.

The store’s facade is inspired by the country’s coastal running routes.

Inside, a modular “Magic Wall” enables fast try-ons, while interactive displays introduce On’s proprietary technologies, including CloudTec cushioning and the Speedboard.

On the ground floor, a Performance Zone showcases technical footwear and apparel, including the Cloudmonster and Cloudrunner, alongside a window campaign for the Zendaya x On “Zone Dreamers” collection and the upcoming LightSpray material innovation.

Upstairs, the Lifestyle and Expansion Zones offer a tennis section co-designed with Roger Federer, a lifestyle wall featuring models like the Cloudtilt and Cloud 6, an outdoor area with travel-ready styles such as the Cloudultra and Cloudrock, and a preview of On’s kids’ range.

Beyond retail, the space will host weekly group runs, training sessions, and workshops. It will also act as the home base for Singapore’s On Run Club.

“Our goal is to create a space that not only showcases our innovative products but also nurtures a community of passionate runners,” Hoffman added.

“This dedication to community connection aligns with Singapore’s vibrant fitness culture and strengthens our regional presence.”