Singapore runners, rejoice: On opens store at Jewel as Asia revenues soar
Swiss sportswear brand’s Singapore flagship store is a strategic response to rising demand and a way to deepen its long-term presence in the region
[SINGAPORE] Any runner in Singapore will tell you this: Scoring a pair of On shoes in recent months has been a minor sport in itself.
The Swiss sportswear brand, known for its cloud-like soles and slick minimalist designs, has become a breakout hit across running clubs and TikTok feeds. Social media traction has exploded, thanks to performance-forward models such as the Cloudmonster and fashion-friendly lines like the Cloudnova.
Yet, walk into a shoe store such as RL2 by Running Lab or JD Sports – and you are likely to hear the sales assistant say: “Sold out already.” Well, runners need not fret any more.
On has opened its first South-east Asia flagship store at Jewel Changi Airport – a two-storey, 9,300 square foot store that offers the full suite of On gear: from high-performance footwear and warm-weather training apparel to its lifestyle silhouettes and even a kids’ collection.
For the 15-year-old brand, the Singapore flagship is “a strategic response to rising demand” and a way to deepen the brand’s long-term presence in the region, said On CEO Martin Hoffmann. It was created in partnership with Gill Capital, the Singapore-based regional operator for several international brands such as COS, H&M and Hershey’s.
The launch comes at a time of record-breaking growth for the Zurich-headquartered On. In 2024, On’s revenue in Asia-Pacific grew 84 per cent to 260 million Swiss francs. In Q1 2025, it surged another 130 per cent year-on-year to 120.6 million Swiss francs (S$193.8 million), making Apac the company’s highest-growth region by year-on-year performance.
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Globally, On generated 2.32 billion Swiss francs in revenue in 2024, up 29 per cent from the previous year. Net profit more than tripled to 242 million Swiss francs. Hoffmann expects that a “significant portion of our future growth will be driven by markets outside our more established regions”, adding: “Asia-Pacific is a primary focus – and we’re just at the beginning of our journey here.”
Inspired by Singapore’s coastal running routes, the Singapore store’s facade and interior mimic the movement of light bouncing off the sea and skyline, as seen through the eyes of a runner. Curved walls, kinetic lighting and greenery-inspired textures evoke motion and airiness.
The flagship is split into two levels: Level one features hero products such as the Cloudmonster and Cloudrunner, as well as the Zendaya x On Zone Dreamers training collection. Level two houses casual models such as the Cloudtilt, performance tennis gear co-designed with Roger Federer, and a compact kids collection which signals On’s family-friendly direction.
Beyond Singapore, On already operates a test store in Jakarta and is preparing to launch in Bangkok. Markets including Malaysia and the Philippines are under active consideration.
“Our strategy isn’t about planting flags on a map,” Hoffmann told The Business Times. “We grow thoughtfully, with the right partners and the right community. Whether it’s direct to consumer or strategic local partnerships, it’s about offering premium experiences with precision.” Currently, On has a presence in 80 countries.
Hoffmann added that while demand is high, supply will remain intentionally limited. “We never discount. We don’t chase volume. Even if we see that there is a strong momentum, we will always work through a protected supply. And we will not flood the market.”
The Jewel store will also serve as home base for the On Run Club Singapore, hosting bi-weekly group runs, form clinics, injury prevention workshops and athlete meet-ups. “Movement is a universal language,” said Hoffmann. “And Singapore – with its vibrant fitness culture – is the perfect place to speak it.”
One catch: On’s sustainability programme Cyclon – a recyclable, subscription-based running shoe – is not yet available here due to logistical limitations of serving a small market like Singapore. Such a programme requires “scale and infrastructure”, Hoffmann noted.
For now at least, the Singapore runners who have been chasing restocks for months can finally slip into the Clouds.
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