Cult-favourite running brand On arrives at Sports Direct

On, the Swiss sportswear brand that has captured the hearts of Britain's running community, has arrived in eight key Sports Direct stores including flagships in London, Birmingham, Manchester and its brand new Cardiff location.

Renowned for its innovative technology, performance focused products and sustainable initiatives, On running has gained momentum during recent years.

The introduction of On is part of Sports Direct's ongoing elevation strategy across Europe. It also further strengthens the retail giant's 'Running Starts Here' initiative, which aims to champion the legend in all consumers, no matter where they are on their running journey.

Frasers Group CEO, Michael Murray, said: "The arrival of On to Sports Direct 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 and, with this launch, we’re excited to continue to offer consumers the very best brands, product innovations, and experiences for every part of their sports and fitness journey. We’re looking forward to further collaborating with the On team and expanding across further European locations and online."

On’s footwear and apparel will be stocked in select stores, followed by a series of in-store activations such as Q&A events with On ambassadors. What's more, on 29 February, Sports Direct and On will host a guided run from London's Oxford Street flagship location.

On Co-CEO, Marc Maurer, commented: "We are thrilled to work with Sports Direct to launch On in its stores across the UK. This partnership marks a pivotal moment, where our innovative running gear meets Sports Direct’s community of sports enthusiasts, offering the best quality athleticwear under one roof and encouraging participation in sports."