Swiss premium sportswear brand On has opened its first store in the UAE at Mall of the Emirates in Dubai. This marks the brand's third branch in the GCC, following openings in Riyadh in 2025 and Kuwait in February this year.

Part of a regional expansion plan

The opening is part of On's regional expansion strategy, with plans to launch nine more stores across the region over the next two years. This move reflects the confidence international brands have in the Dubai market, even following months of geopolitical uncertainty in the Middle East.

Dubai store products

The new store offers the full range of On products, including professional running shoes, technical apparel, and accessories for running, training, tennis, outdoor activities, and everyday use. The store aims to be more than just a retail space, serving as a hub for Dubai's sports and wellness community.

Dubai: A key market for sports and wellness

Bianca Pestalozzi-Hauschngnia, General Manager for Europe, Middle East, and Africa at On, stated that Dubai's energy and the residents' passion for health and fitness align with the brand's mission. She noted that local On running clubs in Dubai have seen significant engagement, sometimes attracting more than 100 participants.

Confidence in the Dubai market

The store opening comes at a time when regional tensions have impacted some consumer and retail sectors in recent months. However, On's continued investment demonstrates that Dubai remains a vital hub for global lifestyle, sports, and wellness brands.

Background of the On brand

Founded in Switzerland in 2010, On became known for its CloudTec technology in running shoes. The brand gained further global recognition in 2019 when tennis legend Roger Federer joined as an investor and entrepreneurial partner.

The Dubai store represents a new milestone in On's regional growth and highlights the UAE's continued role as a strategic gateway for international sports brands entering the Middle East market.