Singapore, 11 July 2025 – Swiss sportswear brand On has opened its first flagship store in Singapore at Jewel Changi Airport, partnering with Gill Capital. This milestone deepens On’s Southeast Asian presence, positioning Singapore as a key regional gateway.
Singapore’s vibrant fitness culture aligns perfectly with On’s mission “To Ignite Human Spirit Through Movement,” connecting with runners, athletes, and outdoor enthusiasts. The partnership with Gill Capital, a specialty retail veteran in Southeast Asia, combines local expertise with shared values of innovation and performance.
Martin Hoffman, CEO of On: “Our ‘Dream On’ experience is more than retail—it’s where innovation meets community, inspiring runners to reach their potential. This reinforces our premium brand experience and connects us with Singapore’s passionate running culture, establishing our presence in this vital hub.”
A “Dream On” Experience: Retail Reimagined
The two-storey, 9,300 square foot store at Jewel Changi Airport features the brand’s “Dream On” philosophy. The space blends curved surfaces, greenery-inspired textures, and airy lighting—creating an environment both kinetic and calming for travelers, locals, and fitness enthusiasts.
The store’s façade draws inspiration from Singapore itself—a metropolis known for skyscrapers and architecture, alongside hidden coastal running routes. The design captures a runner’s perspective of the sea against the city skyline, celebrating the connection between On Lab and movement.
Central to the experience is the Magic Wall, a modular installation for trying on shoes. Interactive displays showcase On’s CloudTec® cushioning and Speedboard® technology. The store offers running shoes, apparel, and accessories across Performance Running, Training, Trail Running, Tennis and Lifestyle categories. Trained staff provide personalized fittings and product insights for all experience levels.
The store features two distinct levels:
Level 1: Performance Zone Features high-performance footwear and technical apparel, including Cloudmonster and Cloudrunner models. Currently showcasing the Zendaya x On “ZONE DREAMERS” collection, with LightSprayTM technology coming soon.
Level 2: Lifestyle & Expansion Zones Includes Roger Federer co-designed tennis products, lifestyle footwear like Cloudtilt and Cloud 6, outdoor models like Cloudultra and Cloudrock, plus a preview of kids’ offerings.
More Than a Store: A Community Hub
The Singapore location serves as a community center, hosting weekly runs, training sessions, and workshops on form, injury prevention, and recovery. It will house the On Run Club Singapore, connecting like-minded individuals.
Martin Hoffman adds: “We’ve created a space that showcases products while nurturing a community of runners. Movement brings people together and inspires achievement. This community connection aligns with Singapore’s fitness culture and reinforces our commitment to innovation and experience.”
A New Chapter in Southeast Asia
On’s Singapore store marks an exciting development driven by community, technology, and movement. Singapore is vital to On’s mission, solidifying the brand’s premium position in Southeast Asia.
On Store Singapore
Jewel Changi Airport
78 Airport Blvd, #02-230/231
Opening hours : Monday to Sunday 10am – 10pm
