On Opens Its First UAE Store as Premium Performance Retail Accelerates Across the Gulf

On is not treating Dubai as just another pin on a map.

With its first United Arab Emirates store at Mall of the Emirates, the Swiss performance brand is staking out a physical foothold in a region where premium sports retail is accelerating quickly.

Design and retail details

The new Mall of the Emirates location positions On inside one of Dubai’s most visited luxury and lifestyle destinations.

The store spans roughly 265 square meters, giving the brand room to showcase its full performance and lifestyle offering while maintaining a clean, technical aesthetic.

Fixtures and layouts are designed to highlight footwear innovation first, supported by apparel and accessories for running, outdoor, training, tennis and everyday wear.

Signature technologies like CloudTec sit at the centre of the footwear wall, underlining On’s identity as a performance brand rather than a pure fashion label.

Technical apparel hangs in coordinated stories run, trail, studio so consumers can build complete looks around specific use cases.

The space is calibrated as a premium environment: bright, minimal, functional, and clearly differentiated from more generic sports retail.

Release date, footprint, access

The Dubai store opened on July 22, 2026, marking On’s third owned retail destination in the GCC after Riyadh (October 2025) and Kuwait (February 2026.

The brand has outlined plans to add nine more locations across the Gulf over the next two years, signalling a deliberate push into the region rather than a single flagship experiment.

On’s partnership with Mizzen, part of Seddiqi Holding, anchors this expansion. Since 2024, Mizzen has represented the brand across the GCC and Jordan, providing local market expertise and operational support.

The Mall of the Emirates store operates with extended hours 10:00 to 23:00 Monday to Thursday and until midnight on weekends matching Dubai’s late‑night retail rhythm and serving residents and visitors who treat the mall as an all‑day destination.

Performance, community, and on‑foot focus

On frames the store as a “physical home” for a community it has already been cultivating through local run clubs and movement sessions.

Weekly runs at Orto Café on Kite Beach and occasional in‑store activations have helped build a base of more than 100 regular participants, according to the brand’s EMEA leadership.

The new space now offers a central hub where that community can connect, trial product, and engage with staff who understand performance needs.

The opening programme reinforces that positioning. “The Moment” launch included an exclusive VIP preview, then a public opening with live DJ and high‑energy atmosphere that matched On’s movement‑driven ethos.

A follow‑up community run at Mall of the Emirates brought ambassadors, partners and locals together to celebrate the store and underline the brand’s commitment to activity as a social connector, not just a personal pursuit.

Why this matters for Gulf performance retail

Editorially, On’s first UAE store and wider GCC plan highlight how quickly premium performance retail is scaling across the Gulf. Dubai, Riyadh and Kuwait are now part of a global footprint that includes major European, North American and Asian cities, and On is treating the region as a core growth market.

The focus on full‑price, branded environments rather than only wholesale placements shows that performance running and training categories can sustain elevated retail experiences in the Gulf’s increasingly fitness‑oriented culture.

For players, fans and collectors, On Opens Its First UAE Store as Premium Performance Retail Accelerates Across the Gulf signals a broader shift.

Performance brands see the GCC not just as a tourism‑driven luxury market, but as a long‑term home for serious runners, outdoor enthusiasts and everyday athletes who want technically advanced product and community‑driven retail.

On’s Dubai store is a visible step in that direction, and its planned expansion suggests the region’s role in global sportswear will only grow.