The timing could not have been more strategic. Just as the world’s elite distance runners and thousands of dedicated amateurs began their pilgrimage to the historic finish line on Boylston Street, the Swiss-born performance brand On officially inaugurated its first brick-and-mortar presence in the city of Boston. Located at 138 Newbury Street, in the heart of the prestigious Back Bay neighborhood, the new retail destination serves as both a functional store and a symbolic monument to the brand’s rapid ascent within the global athletic landscape. By opening its doors mere days before the 128th running of the Boston Marathon, On has positioned itself at the epicenter of the running world during its most sacred week, signaling its intention to move from a disruptive newcomer to a dominant pillar of the industry.
The Boston storefront is a sprawling 2,800-square-foot space that masterfully navigates the tension between Old World charm and futuristic innovation. Newbury Street is famous for its nineteenth-century brownstones and high-end fashion boutiques, and On has taken great care to respect this architectural legacy. The building’s original historic facade has been meticulously preserved, allowing the store to blend seamlessly into the aesthetic fabric of the Back Bay. However, once a visitor crosses the threshold, the environment shifts into a temple of Swiss engineering and contemporary design. The interior is a two-level layout characterized by a minimalist, "clean-room" aesthetic that focuses on texture, layering, and high-performance materials. Softened finishes and integrated seating create an inviting atmosphere, encouraging customers not just to shop, but to linger and engage with the brand’s community-driven culture.
At the heart of the retail experience is On’s proprietary “Magic Wall.” This centerpiece is more than just a display; it is a sophisticated piece of retail technology designed to eliminate the friction typically associated with shoe shopping. The wall features hidden shelving units that house every size of every model in the current collection, allowing staff to provide customers with their specific fit in seconds. This eliminates the "back-and-forth" wait time common in traditional shoe stores, creating a streamlined, tech-forward experience that mirrors the efficiency of the brand’s footwear. Beyond the flagship running silhouettes, the store carries a comprehensive range of apparel and accessories tailored for tennis, high-intensity training, outdoor exploration, and "all-day" lifestyle wear. Furthermore, the Boston location serves as a hub for exclusive drops, offering limited quantities of high-fashion collaborations that bridge the gap between technical gear and street style.
Dan Schade, the General Manager of the Americas for On, emphasized that the choice of location was far from accidental. In a public statement, Schade noted that establishing a permanent home on Newbury Street—one of the most famous shopping corridors in the United States—represents an “incredibly meaningful milestone” for the Zurich-based company. He pointed out that Boston is not merely a market; it is a city with a "deep-rooted passion" for the sport of running and an uncompromising dedication to performance. These traits are the foundational pillars of the On brand, which was founded in 2010 by former pro-athlete Olivier Bernhard and his friends David Allemann and Caspar Coppetti with the goal of creating a shoe that offered “cushioned landings and explosive takeoffs.”
The brand’s connection to Boston is further solidified by its roster of world-class athletes. On’s presence in the city is bolstered by the recent successes of Hellen Obiri, the legendary Kenyan runner who has secured back-to-back victories in the Boston Marathon while wearing On’s elite racing technology. The brand also supports rising stars like Joe Klecker and Ryan Ford, who are competing at the highest levels of international track and field. By opening this store, On is effectively creating a physical headquarters for its fans and athletes to converge, celebrating the high-octane energy that defines the city’s sporting identity.
This expansion comes at a pivotal moment for On’s corporate structure and global strategy. The Boston opening brings the company’s total U.S. retail footprint to 15 stores, contributing to a global network of 70 locations. This physical expansion is a key component of the brand’s effort to reduce its reliance on wholesale partners and build direct-to-consumer (DTC) relationships, which typically offer higher margins and better brand control. The move into Boston follows a period of significant transition in the company’s executive suite. Last month, On surprised the market by announcing that Martin Hoffmann would be stepping down from his role as Chief Executive Officer in May. Hoffmann is taking a planned hiatus to focus on philanthropic endeavors, a move that reflects the brand’s broader commitment to social responsibility and long-term vision.
In the wake of Hoffmann’s departure, the company’s original co-founders, David Allemann and Caspar Coppetti, will step back into the fray as co-CEOs. They will be supported by Scott Maguire, who has been promoted to the role of President and Chief Operating Officer. Despite these changes at the top, the company’s financial trajectory remains aggressively optimistic. During recent earnings calls, On executives reassured investors that the leadership transition would not hinder the brand’s "2026 Guidance." The company has set a bold target of achieving net sales growth of at least 23 percent on a constant currency basis for the full year. If these targets are met, On is projected to reach reported net sales of at least 3.44 billion Swiss francs (approximately $3.8 billion USD) by 2026.
Profitability remains a core focus for the Swiss firm. On has forecasted a full-year gross profit margin of at least 63 percent by 2026, driven by its premium pricing strategy and the growth of its DTC channels. Furthermore, the company anticipates an adjusted EBITDA margin between 18.5 percent and 19 percent, indicating that while the brand is investing heavily in growth—such as the expensive real estate on Newbury Street—it remains disciplined in its operational efficiency.
The Boston store also highlights On’s diversification beyond its running roots. While the marathon is the immediate catalyst for the opening, the store’s inclusion of tennis and lifestyle gear speaks to the brand’s broader ambitions. Following a high-profile partnership with tennis legend Roger Federer, who is also an investor in the company, On has successfully broken into the court-sports market. The "The Roger" collection has become a staple for both performance athletes and fashion-conscious consumers, helping the brand capture a share of the lucrative "athleisure" market that has traditionally been dominated by giants like Nike and Adidas.
Moreover, the Boston location is expected to be a showcase for On’s sustainability initiatives. The brand has been a pioneer in circular economy models within the footwear industry, most notably through its "Cyclon" program. This subscription-based service allows runners to receive a high-performance shoe made from castor beans, which can then be returned and fully recycled into new shoes once they are worn out. By bringing these innovations to a high-traffic location like Newbury Street, On is educating a wider audience on the possibilities of sustainable performance gear.
As the city of Boston prepares for the influx of over 30,000 runners and hundreds of thousands of spectators, the new On store at 138 Newbury Street stands ready to serve as a hub of activity. It is more than just a place to buy sneakers; it is a manifestation of the brand’s journey from a small Swiss startup with a "weird-looking shoe" to a global powerhouse that can hold its own on the world’s most competitive retail stages. With the backdrop of the Boston Marathon, On has not just opened a store; it has declared its residency in the heart of the running world, promising a future where Swiss engineering and New England grit go hand in hand.
