On Arrives in South Korea with First-Ever Seoul Stores
SEOUL, South Korea, November 4, 2025 — Swiss premium sportswear brand On today announced the opening of its first retail stores in South Korea, launching across two major locations in Seoul. The openings are a direct result of On’s sustained momentum in the APAC region and mark the next phase of the brand’s strategic expansion. The new On stores will open sequentially at The Hyundai Seoul Department Store and Lotte World Mall Jamsil, marking a significant milestone for the brand’s presence in the Korean market.
These new stores will offer the full spectrum of On’s product portfolio, encompassing running, outdoor, training, tennis, lifestyle, and the kids categories. Customers will be able to explore the full range of footwear, apparel, and accessories within a premium space designed to showcase On’s signature innovation in design and performance technology.
In addition to the retail experience, On stores in Seoul will serve as community hubs, hosting in-store programs and community-driven events. This includes running community gatherings and experiential initiatives aimed at deepening customer engagement and promoting a shared passion for movement and wellness. The store interiors take inspiration from the daily lives and environments of Korean runners, capturing the textures and energy of the city’s running paths—from urban asphalt and brick to natural gravel trails. Combining this with polished materials like aluminum and glass, the store design creates a visually refined atmosphere that seamlessly reflects both functionality and emotional connection to running culture.
With the launch, On will unveil exclusive collaboration products with Seoul-based ready-to-wear brand POST ARCHIVE FACTION (PAF) — a label that has gained strong popularity among Korean consumers — as well as collection items from global brand partner Zendaya.
Rebecca Cai, APAC General Manager at On, commented:
“We are incredibly excited to bring the full On experience to Seoul, our first direct-to-consumer stores in South Korea, a city that perfectly mirrors our own passion for design, innovation, and an active lifestyle. This is a pivotal moment for us, fueled by the phenomenal momentum we’ve seen across the APAC region. Our trusted wholesale partners have built a fantastic foundation here, and these new flagship stores are the next step in our strategic, multi-channel evolution. They provide a unique space to showcase the complete head-to-toe expression of our brand—especially our growing apparel collection—and to create immersive hubs where our community can gather, connect, and draw inspiration. We are not just opening stores; we are establishing a new home for movement in the heart of Korea.”
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.