On opens first UAE store amid Gulf expansion

By Danielle Reed 23/07/2026 3 min read 39 views

Swiss premium sportswear brand On has opened its first-ever retail store in the UAE, marking a significant step in the company’s aggressive expansion across the Gulf region. The new location, situated at The Mall of the Emirates, serves as the brand’s third outpost in the GCC, following previous openings in Riyadh in October and Kuwait in February. On plans to launch a further nine stores across the Gulf over the next two years as part of this regional strategy.

The timing of the UAE launch highlights the resilience of Dubai’s economy despite broader geopolitical volatility. Earlier this year, regional tensions involving Iran created uncertainty for businesses across the Middle East, prompting some international brands to temporarily close operations or adjust strategies. However, Gulf economies have remained resilient, with investment activity and consumer spending recovering as tensions eased. On’s decision to accelerate its physical retail presence signals continued confidence in Dubai’s long-term fundamentals and its growing reputation as a global hub for sports and wellness.

The company credits much of its success to its local community. Since 2024, On has partnered with Mizzen, part of Seddiqi Holding, to oversee operations across the GCC and Jordan. Weekly run clubs at Kite Beach and other fitness activations have helped build a strong base of customers. The new store is designed not just to sell products, but to provide a physical space for this community to connect.

Dubai’s unique energy aligns with the brand’s mission, according to Bianca Pestalozzi-Houchangnia, General Manager EMEA at On. “We have already seen incredible momentum from our local run clubs, which regularly attract more than 100 participants,” she said. The location offers a full range of performance running shoes, technical apparel, and accessories spanning running, training, tennis, outdoor activities, and everyday wear.

From niche maker to global player

Founded in the Swiss Alps in 2010 by former professional athlete Olivier Bernhard alongside David Allemann and Caspar Coppetti, On has evolved from a niche running shoe manufacturer into one of the world’s fastest-growing premium sportswear companies. Its distinctive CloudTec cushioning technology helped differentiate the brand in a crowded market, offering runners a softer landing combined with an explosive take-off.

The company’s profile received a significant boost in 2019 when tennis legend Roger Federer became both an investor and co-entrepreneur. His involvement extended far beyond a traditional endorsement deal, helping On expand into tennis footwear and apparel while raising its international visibility ahead of its 2021 public listing. For decades, Federer has been a fixture on the global stage, and his financial backing has become one of his most valuable business investments.

On competes with established sportswear giants including Nike, Adidas, and Hoka, with its products worn by elite athletes and recreational runners alike. The Dubai store represents another milestone in that growth story. It highlights how global sports brands continue to view the UAE as a strategic gateway to the wider Middle East, even during periods of regional uncertainty. As the company looks to the future, its physical footprint in the Gulf will likely play a key role in sustaining its momentum.