On Opens First Mexico Store as Latin America Expansion Accelerates

On steps deeper into Latin America with a new community-first hub in Mexico City.

On Opens First Mexico Store on Avenida Presidente Masaryk

Swiss premium sportswear brand On has officially opened its first store in Mexico. This marks a pivotal milestone in its ongoing Latin America expansion.

The new space sits on Avenida Presidente Masaryk in the heart of Mexico City.

It is located on a high-end boulevard, recognized for its world-class restaurants, luxury boutiques and constant urban energy.

More than a traditional retail outpost, the Mexico City store is positioned as a cultural and community hangout. It is a place where performance, lifestyle and local culture intersect.

Across more than 120 square meters, the concept fuses On’s minimalist Swiss design language with the rich character and textures of Mexico City.

A Community Hub for Runners and Creators

The store is designed to be an active meeting point, not just a place to transact. It will host guided runs, creative collaborations and community events.

These activities celebrate the city’s unique rhythm and landscapes, from loops through Chapultepec Park to adventures on nearby high-altitude trails.

This community-driven approach reflects how On has been building its presence across Latin America over the last two years.

Through 2024 and 2025, the brand engaged runners in Mexico City, Bogota, São Paulo and Santiago.

This was achieved via its On SquadRace series, a program of high-energy racing experiences that blend sport, entertainment and culture.

Latin America Momentum and Fiorella Palacios’ Vision

“Our Mexico City store is a powerful symbol of what’s happening across Latin America right now – On is growing, connecting, and showing up for our communities,” said Fiorella Palacios, GM of Latin America. “Latin America currently has the highest brand awareness for On anywhere in the world. We’re embracing that energy by expanding our presence and creating authentic experiences for our customers. We’re building something special together and we’re only just getting started.”

The opening underscores just how central the region has become to On’s global growth story. This is true both in terms of brand heat and community engagement.

Athlete Partnerships Fuel Regional Storytelling

On is deepening its roster of Latin American athletes to anchor this expansion in credible performance narratives.

The brand now partners with Brazilian tennis star João Fonseca, Mexican national record holder and track standout Lorena Batres, and rising Brazilian track talents Leonardo Santos, Thiago Rosário, Eduardo Ribeiro and Mirelle Leite.

These athletes help localize On’s global performance message. They connect its Swiss-engineered product to everyday runners and sport communities across the region.

Accelerated Global Retail and On.com Rollout

The Mexico City location becomes On’s second store in Latin America, following its Chile debut in August 2024.

This is part of the company’s push toward a global network of around 60 owned stores. Additional openings are already planned in Brazil for 2026. This signals a long-term commitment to the region.

On is also expanding its digital reach. In 2025, the brand rolled out On.com to consumers in Colombia and Chile, with more Latin American markets on the roadmap.

This omnichannel strategy ensures fans can connect with the brand through stores, e-commerce and select wholesale partners.

Record Quarter and Strong DTC Growth

In Q3 2025, On delivered a record-breaking quarter, with Americas sales up 21 percent on a constant currency basis.

Direct-to-consumer net sales grew 37.5 percent globally.

This growth was powered by the synergy between On’s online and physical retail ecosystems and by strong demand for its premium products.

Where and When to Visit

On’s Mexico City store is located at 111 Avenida Presidente Masaryk. It is open daily from 11:00 to 21:00.

Visitors can expect a mix of the latest footwear and apparel, community-led programming and a design experience.

This experience celebrates both Swiss precision and the vibrant spirit of Mexico City.