Sports Direct has unveiled the integration of On products into its flagship stores across major cities like London, Birmingham, and Manchester as part of its Running Starts Here initiative. The renowned athletic brand will also find its place in Sports Direct’s new Cardiff store opening on February 23, as well as in Leicester, Norwich, Gateshead, and Belfast.
To celebrate the launch, the retailer has planned a series of in-store activities, including try-on sessions and Q&A events featuring On ambassadors. Additionally, on February 29, Sports Direct and On will host a guided run starting from the Sports Direct Oxford Street store, followed by another event on March 7 in Cardiff.
“Enhancing our consumer experience”
Michael Murray, Chief Executive of Frasers Group, expressed enthusiasm about the partnership, stating, “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.” Murray highlighted On’s remarkable reputation in the running community and the sports industry, emphasizing the commitment to providing consumers with top brands, innovative products, and exceptional experiences.
On’s co-Chief Executive, Marc Maurer, echoed Murray’s sentiment, calling the partnership a pivotal moment that brings together On’s cutting-edge running gear and Sports Direct’s community of sports enthusiasts. Maurer emphasized the shared goal of inspiring individuals to elevate their performance and embrace the joy of movement.
By the end of the year, On products will be available in other key locations and online at Sports Direct, providing broader access to quality athletic wear for sports enthusiasts nationwide.
