Spring is here. Daylight saving has begun. Running clubs are popping up across the city. If you needed another reason – beyond the Melbourne Marathon this weekend – to get back into running, On is it. The Swiss sportswear giant made its Aussie debut last week, opening a sleek 390-square-metre store at Emporium in the CBD.

“Our first Melbourne store is a big milestone for us,” says Manuela Erlacher, On’s senior marketing lead. “We see Melbourne as part of our key cities … not just because of the population but also for events like the Australian Open and Melbourne Fashion Week.”

On was born in Switzerland in 2010. Fourteen years (and 42 stores) later, On continues to deliver high-performance gear for running, training, tennis and leisure – from runners made with CloudTec® (a cushioning system designed to absorb impact and reduce strain) to running shorts and outdoor backpacks designed to weather the elements. The international brand has collaborated with sports stars across the globe – including tennis stars Roger Federer and Iga Świątek. FKA twigs and Zendaya have also previously partnered with On.

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A retail launch in Australia’s sporting capital is significant. But beyond a shopping experience, On aims to foster a community. “Everything we do [is to help] our communities feel comfortable in how they move – but also providing them a space to come together, grow [and] learn.” The team plans to do this with regular track meets, community tennis tournaments during the AO, panel talks with athletes and weekly run clubs. (“Running is our DNA,” she says.)

The On Run Club kicks off every Thursday at 6pm, departing from the Little Bourke Street store (closer to Caledonia Lane). Participants set off on a run or walk, passing landmarks such as Flinders Street Station, the MCG, Fitzroy Gardens and Birrarung Marr. Each week, the team will tap local run clubs to lead the group.

Melbourne’s strong running culture has also inspired the polished design of the in-store space. “You can literally run from the sandy beaches to urban landscapes,” Erlacher says of living in the city. This idea comes to life in the store with contrasting textures such as wooden benches, paved flooring and glossy product pedestals.

“On is an innovation company at heart,” she says. “We’re always trying to challenge ourselves [in] the way we produce products, in the way we develop products, [in the way] we bring them to the market, but also in the way we design our retail spaces.”

On Emporium
Ground floor, 287 Lonsdale Street, Melbourne

Opening Hours
Mon to Wed 10am–7pm
Thu and Fri 10am–9pm
Sat and Sun 10am–7pm