On Running, the Swiss performance sportswear brand opened its first Boston store on April 15, 2026, located at 138 Newbury Street in the Back Bay neighbourhood, marking the brand’s 15th U.S. store and 70th worldwide. The opening coincides with Boston Marathon weekend, placing the Swiss brand directly in front of one of the most concentrated running communities in the world.
The Store
The Boston location spans roughly 2,800 square feet across two levels and is designed to blend On’s contemporary aesthetic with the historic architecture of the existing building, preserving the original facade.
The company stated, “The store blends On’s contemporary design aesthetic with Boston’s historic architecture, preserving the original building facade,” with an interior featuring a sequence of rooms “designed to guide customer flow, introducing warmth and texture through layering and softened materials, like integrated seating and a lower-level try-on area.”
A centerpiece of the design is On’s Magic Wall, which features hidden shelves of footwear in all sizes, giving customers an immediate try on experience.
Boston Marathon Timing
Newbury Street is among Boston’s most prominent retail corridors, and the brand’s decision to open during marathon weekend is a direct play for visibility among competitive runners and performance first consumers. The street already houses a cluster of running adjacent retailers, including Tracksmith and HOKA, making the 138 Newbury Street address a deliberate positioning move within a competitive retail block. On has previously timed major retail openings to anchor sporting events, including its Chicago flagship launch ahead of the 2024 Chicago Marathon.
US Retail Strategy
The Boston opening is part of a broader US store expansion that has accelerated significantly since 2023. On announced plans to open 100 additional stores globally in the coming years, with DTC net sales growing 50.9% in fiscal year 2023 compared to 2022, and the brand targeting net sales of CHF 3.55 billion by 2026. Each new flagship is designed to carry On’s full product range across footwear and apparel, with the company noting that roughly one in six items sold in its flagship stores are apparel rather than footwear.
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