Project
On is expanding into the United Arab Emirates. For its first store in the country, the Swiss sports brand chose Dubai as its location.
The new On store in Dubai is located in the giant Mall of the Emirates shopping center. On 265 square meters, the sports brand offers local customers a high-quality and immersive shopping experience. Customers in the United Arab Emirates can expect On’s full range on site. In addition to high-performance running shoes featuring the brand’s signature CloudTec technology, the offering includes functional apparel and accessories for running, outdoor activities, training, tennis, and everyday life.
“Dubai’s unique energy and the people’s passion for sport and wellness fit perfectly with our mission,” said Bianca Pestalozzi-Houchangnia, General Manager EMEA at On.
“We’ve already experienced incredible momentum with our running clubs in the region, regularly attracting over 100 participants. This store is not just a retail space, but a place where this dynamic community can come together, get active, and discover the full range of the On collection together.”
The Dubai store is On’s third location in the Gulf Cooperation Council (GCC) region, following the opening of a store in Riyadh in October 2025 and another store in Kuwait in February of this year. On has big plans for the future and intends to open nine more stores in the Gulf states over the next two years. To do so, the Swiss brand is relying on its regional partner Mizzen, part of the Seddiqi Holding group. The partnership, established in 2024, also covers Jordan in addition to the GCC region.