Swiss performance brand On has officially opened its first flagship store in Southeast Asia, choosing Singapore’s iconic Jewel Changi Airport as the location for a bold new retail experience. The launch, in partnership with Gill Capital, reflects On’s growing presence in the region and its commitment to blending innovation, community, and premium design.
Spanning 9,300 square feet over two levels, the Singapore flagship brings the brand’s Dream On philosophy to life. Curved surfaces, organic textures, and kinetic lighting invite visitors into a space where performance meets lifestyle — a retail concept as much about inspiration as it is about shopping.
“Singapore is a gateway to Southeast Asia — progressive, multicultural, and deeply engaged in fitness,” says Martin Hoffman, CEO of On. “This flagship is not just a store. It’s a statement of who we are and how we connect with a new generation of runners and movement enthusiasts.”
The On Experience
Designed to reflect the spirit of the city, the storefront draws inspiration from Singapore’s coastal running routes, where urban architecture meets lush sea views. Inside, the immersive Magic Wall helps visitors explore the perfect fit, while interactive displays break down On’s hallmark CloudTec® and Speedboard® technologies.
Level 1 — the Performance Zone — highlights On’s hero models like the Cloudmonster and Cloudrunner, as well as Zendaya’s Zone Dreamers training collection. Level 2 focuses on lifestyle, tennis, trail and travel — including products co-designed with Roger Federer and family-friendly offerings like the new kids’ range.
Beyond product, the store aims to foster connection. Weekly runs, in-store workshops, and the launch of On Run Club Singapore will turn the flagship into a true community hub — designed for both serious athletes and everyday movers.
“Retail today is about more than selling shoes,” says Hoffman. “It’s about building experiences that resonate and creating spaces where people feel part of something larger.” With this flagship, On enters a new chapter in Southeast Asia’s performance lifestyle space, catering to both fans of the brand and active types looking to switch up their game.
