On Advances Latin America Expansion with Mexico City Store
Community-driven events, localized marketing, athlete partnerships and retail experiences deepen the global brand’s connection with Latin American consumers
ZURICH, Switzerland, Nov. 20, 2025 – Swiss premium sportswear brand On announced today the opening of its first store in Mexico, marking a pivotal moment in the company’s continued growth and expansion in Latin America. On’s newest retail location is in the the heart of Mexico City on Avenida Presidente Masaryk – a high-end, bustling hub known for its world-class restaurants and boutiques.
More than just a retail space, On’s Mexico City store is designed as a cultural and community hangout. The store will host guided runs, creative collaborations, and events that celebrate the city’s unique rhythm and landscapes – from Chapultepec Park to high-altitude trails. Across more than 120 square meters, the store blends On’s minimalist Swiss design with Mexico City’s rich character.
“Our Mexico City store is a powerful symbol of what’s happening across Latin America right now – On is growing, connecting, and showing up for our communities,” said Fiorella Palacios, GM of Latin America. “Latin America currently has the highest brand awareness for On anywhere in the world, and we’re embracing that energy by expanding our presence and creating authentic experiences for our customers. We’re building something special together — and we’re only just getting started.”
Throughout 2024 and 2025, On connected with local running communities in Mexico City, Bogota, São Paulo and Santiago through its On SquadRace series – high-energy running events that fuse sport, entertainment and culture. The brand continues to bolster its athlete roster across Latin America, with Brazilian tennis star João Fonseca; track star and Mexican national record holder Lorena Batres; and the next generation of Brazilian track talent Leonardo Santos, Thiago Rosário, Eduardo Ribeiro, and Mirelle Leite.
Further cementing its position as the leading premium sportswear brand, On is accelerating its global retail expansion and now operates about 60 locations worldwide. The Mexico City store is On’s second Latin American location following its Chile debut in August 2024, with more locations set to open in Brazil in 2026. This year, the brand rolled out On.com to customers in Colombia and Chile, with more countries to follow.
In Q3 2025, On delivered a record-breaking quarter, with Americas sales up 21% on a constant currency basis. Globally, the brand continues to advance its omnichannel strategy – meeting its consumers wherever they choose to shop, from On stores and On.com to wholesale partners. This approach continues to pay off: Direct-to-Consumer net sales rose 37.5% globally, fueled by the strong synergy between On’s e-commerce and retail ecosystems.
On’s Mexico City store is located at 111 Avenida Presidente Masaryk and open daily from 11:00 to 21:00.
About On
On was born in the Swiss Alps in 2010 with the mission to ignite the human spirit through movement – a mission that still guides the brand today. Fifteen years after market launch, On delivers industry-disrupting innovation in premium footwear, apparel and accessories for high-performance running, outdoor, training, all-day activities and tennis. On’s award-winning CloudTec® and LightSpray™ innovation, purposeful design and groundbreaking strides within the circular economy have attracted a fast-growing global fan base – inspiring humans to explore, discover and Dream On.
On is present in more than 80 countries globally and engages with a digital community on www.on.com.