On expands in China with Chengdu flagship, 100-store plan
Swiss brand accelerates its China rollout, aiming to ride the country's running boom with 100 stores by 2026.
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Published April 30, 2025
What happened
Swiss athletic brand On has launched its first major flagship in mainland China with a store in Chengdu’s Taikoo Li mall. The two-story space stocks the brand’s complete lineup across five categories: running, outdoor, training, tennis, and everyday wear.
During the opening, the sports brand highlighted the store as a milestone in its expansion in China: On targets 100 store openings in the country by 2026, and intends for China to become its second-largest market globally within five years.
The Jing Take #
With marathons evolving from niche athletic events into major cultural and economic phenomena, with over 7 million participants in 2024, and demand for high-performance gear climbing — On is tapping into China’s running boom at a strategic moment. Over recent years, China has presented a prime opportunity for performance brands to establish deep local roots among its burgeoning sports communities.
By opening flagship stores and expanding its retail presence, On is positioning itself not just as a product provider, but as a lifestyle brand aligned with China’s rapidly growing sports and wellness culture.
Spring in China marks the start of “Super Marathon Weekend” season, a period packed with races held across the country nearly every weekend. These marathons have grown into cultural and tourism events that contribute to local economies while fostering a national enthusiasm for running.
The Chinese Athletics Association revealed that 749 road-running events took place in 2024, drawing an aforementioned 7 million participants; one million more than the previous year. Major road races like the Shanghai Marathon delivered an average direct economic impact of 419 million RMB ($57.6 million).
Last year in Hong Kong, On opened a flagship store in the Central district, spanning over 278 sqm, with a reported rent of $78,000 per month. That same year, the brand added 10 new locations across mainland China as part of its broader growth strategy.
More recently, On unveiled a $330 pair of sneakers made largely with robotic spray-on technology ahead of the 2025 Paris Marathon.
Separately, Nike recently came under fire for its latest outdoor campaign timed to the London Marathon on April 27. The ad, which features slogans such as “never again … until next year” and “never again, see you next year,” has been criticized as insensitive for coinciding with Yom HaShoah, the Holocaust Remembrance Day, observed April 23 to 24. Critics have argued that the phrase “never again” carries deep historical weight and should not be used in a commercial context.
The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.