On’s Tokyo Triple Triumph
Swiss sportswear brand On celebrates a record-setting brand activation, a new flagship store, and historic athletic performances in a landmark two weeks in Tokyo.
ZURICH, Switzerland, September 22, 2025 — From celebrating its new flagship store in the Ginza district to a record-breaking brand experience with the pop-up space “On Labs Tokyo” and the brand’s first-ever outdoor World Championship medals in athletics, leading premium sportswear brand On concluded a landmark two weeks in Tokyo.
"Tokyo 2025 was a defining moment for On, a testament to our hyper-growth strategy in Asia, where we showcased the very essence of our brand across retail, innovation, and elite performance," said Olivier Bernhard, Co-Founder of On. "From the immersive experience at On Labs Tokyo to our first-ever World Championship gold medals, our teams and athletes have inspired the world and shown what it means to truly Dream On."
Elevating the On Experience: On Flagship Store Tokyo Ginza
The opening of the On Flagship Store Tokyo Ginza on September 12, 2025, marked a pivotal moment. The Ginza location is On’s second store in Tokyo and the second-largest On flagship store in the world, further strengthening the brand’s Japan and APAC footprint.
The store's design philosophy blends Tokyo’s urban fabric with On’s Swiss precision. It features a two-story atrium, an installation for brand storytelling, and a clean, minimalist exterior.
The launch was a resounding success, attracting over 600 attendees for a member-exclusive day, and over 80 media and 240 Key Opinion Leaders to a press conference and opening night celebration.
The first two days of business set a new Japan sales record and earned over 80 positive Google reviews with a 4.9 rating.
Swiss Innovation Unleashed: On Labs Tokyo & LightSpray™
On Labs Tokyo, a limited-time brand space in Tokyo’s bustling Harajuku district, became a dynamic hub connecting with the community and showcasing revolutionary innovation. Over nine days, the space welcomed 8,764 visitors, a new record for the “On Labs” activation, which has toured Paris, New York, Boston, Zurich and Berlin so far.
The main attraction was the Asia-Pacific premiere of the LightSpray™ robot, which demonstrated its ability to create a seamless upper in just three minutes. Community engagement was also a resounding success: All 38 On Labs Tokyo events sold out and attracted over 1,500 participants.
The Sports Lab experience, where participants ran on a treadmill wearing the Cloudboom Strike LS, was highly popular with 171 running analysis sign-ups. Over 360 participants took part in the daily calligraphy workshops. From the highly energetic Three Minute Challenge final that brought finalists of the treadmill running challenges from Paris, Boston, and Zurich to Japan to compete against the runners gathered in Tokyo, to morning runs, yoga and grounded sound meditation classes, the offered programming resonated far and wide with Tokyo’s running community.
Other highlights included panel talks with freshly minted World Champion Geordie Beamish and Japanese local hero Ryuji Miura on the “Art ot Steeplechasing”, a special dance workout with famed choreographer RIEHATA, and a professional nutrition discussion with On athlete Kotaro Shinohara and Hiromi Kim.
The pop-up space was also a commercial success, with over 1200 try-ons and 95% of the limited-edition Cloudboom Strike LS stock sold, along with 821 pieces of a special-edition On Labs Tokyo shirt, designed by a local artist.
Fueling Elite Performance in Tokyo
The World Athletics Championships in Tokyo proved to be a historic event for On athletes, marking the brand's most successful performance on the world's biggest stage. A record 63 On athletes from 30 nations competed in 13 disciplines, with 34 reaching the finals.
The team brought home a total of three gold and one silver medal, the brand's first-ever outdoor World Championship medals. This historic achievement was led by:
- Ditaji Kambundji (Switzerland): Gold in the 100m Hurdles, setting a new national record of 12.24 seconds.
- Geordie Beamish (New Zealand): Gold in the men's 3000m Steeplechase.
- Isabella Whittaker (USA): Gold in the 4x400m relay, setting a new championship record.
- Dejaney Oakley (Jamaica): Silver in the 4x400m relay.
Beyond the medals, several other athletes delivered standout performances, including three 4th places, three 5th places, four 6th places, three 7th places, and three 8th-place finishes. Nathaniel Ezekiel placed 4th in the 400m Hurdles, setting a new Nigerian national record. In the 3000m Steeplechase, Doris Lemngole and Ryuji Miura finished 5th and 8th, respectively. Ky Robinson secured a 4th-place finish in the 5000m, and Sage Hurta-Klecker set a new personal best in the women's 800m, making her the third-fastest American woman in the distance.
Their achievements serve as powerful proof of the talent and dedication of On's athletes, the performance products and the brand's commitment to supporting their journey, inspiring communities beyond the finish line.
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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.