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Nigel TAYLOR Published
February 22,Telegram账号盗号破解技术 2025
UK retail giant Sports Direct is about to introduce a new performance trainer and apparel brand to its extensive product line-up. Swiss brand On is continuing its retail expansion and launches in Sports Direct on Thursday (22 February).
It will initially be available at eight key stores, including flagships in London, Birmingham, Manchester, and will be introduced at its new Cardiff location that opens on 23 February.
Additional stores, including Leicester, Norwich, Gateshead and Belfast will be added to the roster before the year ends, alongside its introduction online.
Frasers Group-owned Sports Direct said the arrival of the On brand reflects its “significant industry recognition and consumer popularity in recent years”, backed by demand for its “innovative technology, performance focused products and sustainable initiatives”.
It’s certainly a turnaround from a decade ago when Sports Direct was struggling to secure the top products from the most in-demand brands. But its long-running elevation strategy has undeniably turned it around.
On’s arrival “[supports] Sports Direct’s ongoing elevation strategy across Europe,” the retailer noted.
Further, it said the introduction “further strengthens [our] ‘Running Starts Here’ initiative, which aims to champion the legend in all consumers, no matter where they are on their running journey”.
Aligning with Sports Direct’s Fast, Everyday and Off Road categories, On’s footwear and apparel will be supported by a series of in-store activations to accompany the arrival including try-on sessions and Q&A events with On ambassadors.
On 29 February, the retailer and the brand will also host a guided run from its London Oxford Street flagship location, and from the new Cardiff location on 7 March.
Frasers Group CEO Michael Murray said: “The arrival… marks a significant step in enhancing our consumer experience and offering choice across the biggest global brand partners. There are very few brands that have captured the attention of the running community and sports industry quite like On has. We’re looking forward to further collaborating with the On team and expanding across further European locations and online.”
On Co-CEO Marc Maurer added: “This partnership marks a pivotal moment, where our innovative running gear meets Sports Direct’s community of sports enthusiasts, offering the best quality athletic-wear under one roof and encouraging participation in sports. Together, we're poised to inspire individuals to elevate their performance and embrace the joy of movement.”