On Opens First Store at ICONSIAM, Bangkok, Bringing Swiss Performance Innovation to Thailand

Bangkok, 22 August 2025 — On, the Swiss sportswear brand known for its cutting-edge innovation in running and performance design, announced today the opening of its first brand store in central Bangkok. This milestone launch, in partnership with Gill Capital, represents a major step in On’s commitment to deepening its footprint in Southeast Asia and delivering premium, immersive experiences in key global cities. Located at the prestigious ICONSIAM alongside the Chao Phraya River, this new store serves not only as a premier retail destination but also as a community space and city landmark—blending retail, community, and Swiss-engineered performance into a unified experience.

On Store Bangkok ICONSIAM was thoughtfully designed to reflect the brand’s mission to ignite the human spirit through movement, while embracing Bangkok’s rich multicultural identity and thriving fitness culture—making it a home for runners, athletes, and lifestyle enthusiasts alike in Thailand.

“Dream On” Experience: Echoes in Motion and Innovation

Spanning 826 square meters, the On Store Bangkok ICONSIAM is designed as a multi-dimensional space that merges natural inspiration with cutting-edge innovation. Drawing from the tranquil beauty of Thailand’s Cast Blue Spring in Khon Kaen—known for its luminous waters and raw terrain—the store’s concept embodies the harmony between nature, urban energy, and the flow of a runner’s movement.

Curved design elements, locally inspired textures, and Swiss-engineered precision converge to create a kinetic yet calming retail environment. It is a place where performance meets story, and where every detail—from product discovery to architectural flow—invites visitors to explore, and move with intention.

The store is designed with an interactive Magic Wall that allows guests to explore On’s signature shoes through seamless, self-guided discovery. Hidden drawers within the wall hold a full-size run of On’s latest footwear, allowing customers to interact more closely with the products and receive expert guidance from On’s store advisors. Visitors can also engage with hands-on displays that explain the technology behind On’s proprietary CloudTec® cushioning and Speedboard® technology, offering a deeper understanding of On’s performance advantages.

The store is divided into experience-driven zones that highlight key performance categories and lifestyle offerings.

Zone 1: Performance Running

This space is dedicated to On’s high-performance running shoes and technical apparel for warm weather, featuring hero models such as the Cloudsurfer Max, Cloudmonster 2, and Cloudrunner. At launch, a window campaign is devoted to the Cloudsurfer Max, highlighting the power of softness through “Soft Wins.”

Zone 2: Performance Training

A specialized section dedicated to training footwear and technical gear, offering products tailored for cross-training, gym sessions, and versatile movement activities. It includes the Cloudpulse training shoe, designed for high-intensity workouts, cardio, and resistance training. The highlight collection of this section is Zendaya’s Edit, which features training apparel born of performance materials, ensuring the breathability, durability, and comfort On is known for.

Zone 3 Performance All Day

Dedicated to all-day comfort and versatile style, On’s lifestyle collection offers shoes like the Cloudtilt and Cloud 6, engineered for city exploration, travel adventures, and everyday ease.

Zone 4: Tennis & Kids

The store includes a tennis performance zone with products co-designed with Roger Federer and a compact kids’ collection introduced as a preview of On’s growing family-friendly offerings.

Beyond Retail: A Home for Bangkok’s Running Community

Beyond retail, the Bangkok store aims to become a community hub for runners through hosting a variety of ongoing community initiatives, including weekly run clubs, specialized training, and interactive workshops. On Store Bangkok ICONSIAM will also become the official home of the On Run Club Thailand, a center for building connections, sharing inspiration, and embracing the joy of movement together.

Martin Hoffman, CEO of On, shares: “Our goal is to create a space that not only showcases our innovative products but also nurtures a community of passionate runners. We believe that movement is a universal language that can bring people together and inspire them to achieve more. This dedication to community connection is a cornerstone of our brand, aligning with Bangkok’s vibrant fitness culture and reinforcing our commitment to both innovation and experience.”

As On continues to grow its presence across Southeast Asia, the launch of On Store Bangkok ICONSIAM signals a continued investment in community-driven, experience-led retail. By bringing together performance, innovation, and local connection, On is redefining what it means to shop—and to move—in Thailand.

Store Location and Hours

On Store Bangkok ICONSIAM

Unit No.122, 1st floor, ICONSIAM

Charoen Nakhon Road,

Khlong San District, Bangkok 10600

Opening hours: Monday to Sunday 10am - 10pm