4 days ago
'Our mission is to ignite the human spirit through movement": On CEO Martin Hoffmann on the brand's flagship store opening
Founded in the Swiss Alps, ever since its inception in 2010, On has been a key player with its distinct performance technology—pushing the boundaries of innovation in sportswear and rethinking what performance truly means. Its latest venture brings the brand's signature 'Dream On' retail experience to Singapore's Jewel Changi Airport, marking its first flagship in Southeast Asia with a sleek, two-storey space. At the helm of this innovative sportswear brand is Martin Hoffmann, CEO and CFO of On, who we had a chance to sit down with prior to the store's grand opening. The newly opened On flagship at Jewel Changi marks the Swiss sportswear brand's first step into Southeast Asia. Courtesy of On
'Southeast Asia wasn't our initial priority,' Hoffmann shares. 'But we've seen an incredible surge in demand across the region, and this store is just the beginning of our journey here.' He adds that a location in Bangkok is next on the roadmap, with a test store already up and running in Jakarta.
Upon stepping into the store, visitors are immediately greeted by the fresh tonal grey interior—a space that feels both immersive and calming, designed to allow ease of movement. And speaking of movement, the store's signature Magic Wall slides open easily, allowing visitors to access footwear for quick try-ons—aligning with the brand's focus on an easy and comfortable retail experience. Sliding open effortlessly, the Magic Wall invites visitors to explore footwear with ease and comfort. Courtesy of On
As for the footwear itself, the designs are thoughtfully segmented into different categories: performance zones for runners and athletes, and lifestyle zones for everyday use or light activity. One standout moment is the newly launched Zendaya capsule collection—a comprehensive line of training gear that includes apparel, footwear, and accessories.
Founded by a former professional triathlete and a designer with roots in architecture, On lives at the intersection of performance and precision. Their signature silhouette—with signature CloudTec soles punctuated by holes—redefine what performance gear can feel like. And while their roots lie in running, the product universe has expanded into trail, tennis, training, and lifestyle—each infused with the brand's ethos: performance first, and lifestyle second. The store's performance and lifestyle zones showcase On's signature CloudTec soles in versatile designs. Courtesy of On
Jewel's location pick was also intentional. With its lush indoor waterfall and global foot traffic, the mall mirrors the Swiss brand's own values: innovative design and accessibility for its users. 'It felt like the perfect spot,' Hoffmann notes. 'The environment reflects our design values,' Hoffmann shares. 'And because it's at the airport, we see a lot of tourist footfall—which is a huge driver for retail.' But beyond the store's sleek façade lies a deeper strategy: bringing the full On brand experience directly to consumers. That includes not just product, but also local run clubs, collaborations, and community activation. 'Our mission is to ignite the human spirit through movement,' he shares. 'Whether that's a fast run, a slow jog, or just a walk—there's a product for everyone.'
'The design isn't just about how it looks—functionality comes first, the look comes second'
And when it comes to sustainability, the sportswear brand already has a few initiatives in place. On's Cyclon program—a circular, subscription-based shoe initiative—is one of the brand's most ambitious environmentally-friendly ventures. Customers return their used shoes, made from a single recyclable material, to be remade into new ones.'It's a fully circular product,' Hoffmann explains. 'It's designed to be returned, disassembled, and then re-used.' While the program isn't available in Singapore yet, its ethos represents On's larger goal: to make sustainability actionable.
As for the sneaker space itself, which often skews status-heavy, On is staying grounded. 'We're very aware of the tension between performance and hype,' Hoffmann says. 'But for us, success is measured by how many people are actually using our products in real life. Not just how they look on Instagram.' Collaborations like Loewe x On have also brought design-world prestige, but the heart of the brand still lies in Zurich, where scientists, engineers, and creatives work in tandem to create products that place performance as their priority. Inspired by the spirit of movement—a tonal grey palette and sleek interiors create a purposeful space where design meets function. Courtesy of On
Still, that doesn't mean compromising on visual appeal. 'The design isn't just about how it looks—functionality comes first, the look comes second,' Hoffmann explains. 'The most comfortable chair can also be the most beautiful one. It's not either-or—it's both.' That belief underscores everything On creates: gear that's engineered for action, but designed to turn heads too.
With Southeast Asia's climate in mind, localised products are also in the pipeline: breathable silhouettes, easy slip-ons like the Coast, and apparel tailored for the region's lifestyle. 'Southeast Asia's quite humid, it's quite hot in the summer months—maybe you don't always want to wear sneakers,' Hoffmann explains. 'We have a slip-on sneaker called the Coast, and offering products that suit Southeast Asia's lifestyle is important to us. It'll be the same with apparel as well.' Hoffmann explains. And really, that's the heartbeat of On: designed to move with the wearer—regardless of the weather, activity and wherever the road (or trail) leads.
