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Sandra Halliday Published
February 19, 2025
With sports such an important category for the most active consumers, as well as those who sees sportswear as a look rather than a lifestyle, it’s no surprise that retailers and brand are embracing the category.
And this year is more sports-focused than ever (with special events like the Paris Olympics and football’s Euro 2025) so it’s a good time for Zalando to dive even deeper into the arena in what it says is its “year of sports”.
The European e-tail giant has announced a new partnership with On, the fast-growing running-focused premium brand, having launched several sports brands on the site last year (Lululemon, Rapha and Hoka).
The Swiss brand has just launched via the Partner Program with around 100 styles in 22 Zalando markets. The collection includes men's and women's shoes and clothing with a focus on performance and running in 2025.
On will use Zalando Fulfilment Solutions to process orders and deliver to customers in most markets.
And the two will expand their partnership throughout the year, “adding more styles and launching in the brand’s home country of Switzerland as the 23rd market”.
Bianca Pestalozzi, General Manager EMEA at On, said the link-up “opens up a new, young, and active audience for us in one fell swoop”.
Meanwhile Zalando will also launch its first Adaptive Sports collection later this year via its private label brands Pier One and Even&Odd. It follows the launch of its first Adaptive Fashion collection last October.
The sports collection was designed “for and with feedback from disabled people with active lifestyles, such as runners and skiers who use prosthetics”.
And the e-tailer added that it wants “to make finding the right sports apparel and products easier and more inspiring for our customers”. So, in addition to the existing brand stories, product details, influencer content and tips and tricks from athletes that it offers, the recently launched Stories on Zalando experience has been added to its Sports Home area. This helps customers discover products, brands and culture trends “through expertly curated content in visual-first formats like short videos, including seamless connections to purchasing inspiring products they truly love”.
And to go with all of this there are “elevated product pages that better highlight product information and use video to show products in motion”.