With the Summer Olympics just around the corner, Paris is booming with sports business activities and shop openings are piling up. Brands like Salomon, Adidas and Rossignol have opened up or are about to welcome customers to new shopping locations. The latest brand to open new doors in the French capital is On, which has just inaugurated its largest-yet flagship store. The location of the three-floor shopping temple measuring 1,513 square meters is Avenue des Champs-Élysées No. 65-67.
A Parisian sports shop cluster
In fact, On is taking over a competitor’s premises. Until 2019, this was the address of the Nike store on the Parisian boulevard of parades. Nike has moved farther along the Champs-Élysées, and Adidas and JD Sports are also located near the new On store.
On is really on the move when it comes to setting up new stores around the world. This is its 35th store globally and its second door in Paris. In March of this year, it opened its first door in Germany. Co-founder and Managing Co-Chair David Allemann said that On plans to open 100 additional stores worldwide “in the coming years.” Up to 20 of them in 2024.
Three floors of sports
Customers entering the new Paris shop are welcomed by a movie star. Zendaya is On’s latest brand partner, so On’s Olympic collection for the Swiss national team has an extremely tough competitor when it comes to grabbing shoppers’ attention on the first floor.
On’s close partnership with tennis star Roger Federer is particularly evident on the second floor, where tennis and the growing lifestyle category take center stage. The brand’s innovations are also showcased here, from the idea of a sneaker that is given extra buoyancy thanks to garden hose segments to prototypes and the first finished products. The sliding “magic walls” of shoes show the brand’s latest designs.
The basement of the flagship store is dedicated to performance running, a segment that has recently been expanded with bags.
