On’s Tokyo Moment: Swiss Innovation Takes Center Stage
From the grand opening of its new Tokyo Ginza flagship store and On Labs Tokyo showcasing LightSpray™ to elite athletic performances on the world’s biggest stage.
ZURICH, Switzerland, August 21, 2025 - On, the leading premium sportswear brand known for its relentless pursuit of innovation through Swiss engineering, is set to make an impact in Tokyo this September with a series of landmark events: The opening of its new flagship store in Ginza, the launch of the immersive On Labs Tokyo showcasing LightSpray™ technology in the APAC region for the first time, and over 30 of its athletes set to compete at the World Championships hosted in the Japanese capital.
This trifecta of activities underscore On's commitment to its brand mission: to ignite the human spirit through movement.
"Tokyo 2025 represents a defining moment for On as we continue our hyper-growth strategy across Asia, showcasing the very essence of our premium brand across retail, innovation, and elite performance," said Olivier Bernhard, Co-Founder of On. "The opening of our Tokyo Ginza flagship will elevate the On experience for consumers, On Labs Tokyo will present the future of what is possible in shoe design and production, and our incredible athletes will inspire the world with their pursuit of medals and titles. We invite media and partners to join us in experiencing this thrilling moment in time together."
Elevating the On Experience: On Flagship Store Tokyo Ginza
The opening of the On Flagship Store Tokyo Ginza on September 12, 2025, marks a pivotal moment, solidifying On's premium positioning and accelerating its hyper-growth across the APAC region. This store will offer an immersive brand experience, reflecting On's Swiss engineering and design ethos. It is a testament to On's commitment to broadening its elevated premium retail footprint globally and deepening its connection with communities in Japan, a crucial market in its regional strategy.
Swiss Innovation Unleashed: On Labs Tokyo & LightSpray™
From September 13 to 21, 2025, On Labs Tokyo will serve as a dynamic hub connecting with communities and showcasing the revolutionary LightSpray™ technology. While LightSpray redefines shoe production with its pioneering engineering, embodying On's relentless pursuit of performance and sustainability, On Labs Tokyo will foster deep community engagement. It is designed to make the On brand, our performance advancements, and our innovation more accessible to both new and existing audiences. Programmed activities, retail pop-ups, and dedicated athlete spaces form a behind-the-scenes experience for visitors to discover what it means to Dream On.
Fueling Elite Performance in Tokyo
The World Championships are the pinnacle of this year's athletics calendar and the ultimate stage for On's elite athletes. With over 30 members of “Team On” vying for medals, results and personal bests, On's unique athlete partnership model and innovative products will fuel inspiring performances, inspiring beyond the finish line.
Invitation to Exclusive Media Happenings & Programming in Tokyo
Journalists and key stakeholders are invited to join On for a series of exclusive events designed to provide in-depth insights.
Key Media Events:
Media Day: On Flagship Store Tokyo Ginza
- Date: September 11, 2025
- Time: 11:00–14:00
- Location: On Flagship Store Tokyo Ginza, 4-3-1 Namiki-kan Building, Ginza, Chuo-ku, Tokyo
- Details: An exclusive preview of the new store, with opportunities for interviews with On executives
- Speakers: Rebecca Cai, General Manager APAC
- Registration: press_japan@org.on-running.com
Exclusive Look: On Labs Tokyo
- Date: September 12, 2025
- Time: 14:30–17:00
- Location: On Labs Tokyo, Yodobashi J6 Building, 6-35-6 Jingumae, Shibuya, Tokyo
- Details: Join us for an exclusive look at On Labs Tokyo and explore the stories behind our record-breaking products and revolutionary LightSpray™ technology, now in Japan for the very first time. Be among the first to discover the space, see the cutting-edge LightSpray™ robot live and hear from On leaders and engineers about this groundbreaking Swiss innovation and how it's set to redefine the future of performance running.
- Speakers: Olivier Bernhard, On Co-Founder; Pablo Erat, Director of LightSpray; Johannes Voelchert, Senior Lead Innovation Technology Exploration; Dina Weisheit, Sport Science Lead
- Registration: https://exclusive-look.events.on.com
Athletes x On: Innovating Together
- Date: September 14, 2025
- Time: 15:00–17:00
- Location: On Labs Tokyo, Yodobashi J6 Building, 6-35-6 Jingumae, Shibuya, Tokyo
- Details: Join us as we reveal the obsessions – large and small – that fuel groundbreaking athlete performance and product innovation. Discover how we empower athletes, offering comprehensive support in all aspects of their lives – both on the track and beyond. And learn how their relentless drive and detailed feedback directly translate into winning performance technology, delivering revolutionary breakthroughs like LightSpray™. This is your unique opportunity to gain exclusive insights directly from our elite athletes and product development teams, showcasing the power of athlete-driven collaboration.
- Speakers: Olivier Bernhard, On Co-Founder; Flavio Calligaris, Senior Director Athlete Strategy & Partnership; Nicola Spirig, Olympic Champion in Triathlon and Athlete Compass Program Manager; Bodil Oudshoorn and Joanne Guyot; Athlete Product Managers Footwear and Apparel and an On athlete
- Host: Harry Sugiyama
- Registration: https://innovating-together.events.on.com/
On Labs Tokyo Public Programming Highlights (September 13 - 21, 2025):
On Labs Tokyo will host a diverse program of activities open to the public, designed to foster community engagement and make the On brand, its performance advancements, and innovation more accessible.
Daily:
- Opening Hours: 11:00–19:00
- LightSpray™ Live: 13:00–17:00 (Witness the revolutionary LightSpray™ in action)
- Sports lab experience: 13:00–17:00 (Experience personalized run analysis powered by LightSpray™ technology)
- Calligraphy workshop: 13:00–17:00* (Take a piece of On Labs Tokyo home with you. *Closed on September 14, 16 and 17.)
Movement and community sessions:
- Innovation in motion: Meet LightSpray™: September 13, 19-00–22:00
- Tokyo Tour with TRACKBEATS: September 14, 10:00–12:00
- Athletes x On: Innovating together: September 14, 15:00–17:00
- LightSpray™ 3-minute showdown: The grand finale: September 14, 18:30–21:00
- Sound meditation with HIKO・KONAMI: September 15, 09:30–11:00
- Dance workout with RIEHATA: September 15, 18:30–21:00
- Animal Flow for Beginners: September 16, 9:00–10:00
- The Art of Steeplechasing with Ryuji Miura and George Beamish: September 16, 16:00– 18:00
- On Labs Tokyo After Hours: September 16, 19:00–22:00
- Mindful yoga with emmi × Juri Ko: September 17, 11:30–13:00
- Morning Run & Coffee with SUBARU: September 18, 07:30–9:00
- Tokyo Tour with Guykuma: September 19, 19:00–20:30
- Thread of motion with Mental Athletic: September 19, 20:30–22:30
- Speed challenge with Masato Yokota: September 20, 9:30–11:00
- Chef’s table with Kotaro Shinohara & Hiromi Kim: September 20, 18:30–21:00
- First 10K with plantasia run studio and Young Guns: September 21, 8:00–11:00
Registration: https://on-labs-tokyo-en.events.on.com/
High-resolution images are available for download here.
Contact/Addresses:
For media on the ground in Tokyo with questions, please contact press@on.com for further information.
On Labs Tokyo, Yodobashi J6 Building, 6-35-6 Jingumae, Shibuya, Tokyo
On Flagship Store Tokyo Ginza, 4-3-1 Namiki-kan Building, Ginza, Chuo-ku, Tokyo
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.