The Swiss sportswear brand’s Newbury Street store opened five days before today’s 130th Boston Marathon – bringing On’s US count to 15 and underlining a direct-to-consumer expansion strategy built around running culture.
On opened its first Boston store at 138 Newbury Street last week, bringing the Swiss brand’s US retail count to 15 and its global portfolio to 70 locations.
Boston ranks among the most visible cities in competitive running, and the store launched April 15, five days before today’s race – a Patriots’ Day event that draws 30,000 participants and stands as one of the sport’s most prominent annual fixtures.
On’s Boston connection is substantiated by its athlete roster. Hellen Obiri – winner of the Boston Marathon in both 2023 and 2024 – competes in On footwear, as do middle-distance runner Joe Klecker and sprinter Ryan Ford, both competing in the city this year.
A two-level store design puts immediate try-on at the center of the experience
The Newbury Street location spans 2,800 square feet across two floors. The design preserves the building’s historic facade while introducing a contemporary interior structured around room-by-room customer flow, warm materials and an integrated lower-level try-on area. A central feature is On’s Magic Wall – a shelving system displaying footwear in every available size to support direct, in-store try-on without waiting for stock retrieval.
The assortment covers Running, Tennis, Training, Outdoor and all-day lifestyle categories. A selection of limited-quantity products from brand partnerships is also available. The store employs more than 20 full- and part-time staff.
On reaches 70 stores across 15 American cities
On’s store network has grown steadily as the brand uses physical retail to reinforce its premium positioning and deepen customer relationships outside the wholesale channel. The company now operates in more than 80 countries. The Boston store follows other recent US openings as part of a network that now spans 15 American cities.
