On Opens First Spain Store in Madrid’s Golden Mile

Swiss premium sportswear brand On has reached a major milestone in its global expansion with the opening of its first-ever store in Spain, located in the heart of Madrid. This flagship presence marks an important step in the brand’s European growth strategy. It strengthens On’s foothold across the Iberian Peninsula. The Madrid launch follows a rapid international rollout of new stores in key cities. These include Zurich, Seoul, Mexico City, and Riyadh, showcasing the brand’s accelerating retail presence worldwide.

A Strategic Expansion Into Madrid’s Vibrant Market

As On continues to elevate its global retail footprint, Madrid emerges as an ideal setting for the brand’s premium, movement-focused identity. Known for its cosmopolitan culture, thriving creative landscape, and strong sporting spirit, Madrid offers a dynamic environment where performance, lifestyle, and fashion intersect naturally.

Moreover, Madrid represents one of Europe’s fastest-growing running communities. From local clubs to signature races, the city embodies a passion for movement deeply aligned with On’s mission to ignite the human spirit through the power of sport. This synergy made Madrid the obvious choice for On’s introduction into Spain.

The new store is located on Calle Serrano, nestled within the prestigious Salamanca district. This area is often referred to as the city’s “Golden Mile.” This upscale shopping corridor features a blend of luxury fashion, historic architecture, and cultural influence. It gives a premium platform to connect with both athletes and style-conscious consumers.

Honoring History Through Minimalist, Premium Design

Because the building holds historic protection status, On approached the architectural design with a philosophy of respect and refinement. Only minimal exterior modifications were permitted, inspiring a creative solution that embraced subtlety rather than transformation. The goal was to let the building’s existing charm and heritage speak for itself.

Therefore, the store concept leans into minimalist design language, characteristic of On’s understated premium aesthetic. Clean lines, neutral palettes, curated lighting, and spacious product layouts work together. They highlight both the historic façade and On’s cutting-edge innovation. By merging preservation with modernity, the brand creates a space that feels both rooted and forward-thinking. It is a true reflection of On’s identity.

A Milestone in On’s Growth Strategy

According to Bianca Pestalozzi-Houchangnia, General Manager EMEA, the move into Spain represents a pivotal opportunity for the brand:

“Spain represents a significant opportunity for On to expand our global reach and solidify our premium positioning in the sports industry. The location is right along the San Silvestre Vallecana run, which attracts tens of thousands of runners every year. It’s the ideal place to enhance our premium presence and boost brand recognition in Spain’s capital. We look forward to building strong connections with Madrid’s energetic community of runners and sports enthusiasts.”

The store’s location along the iconic San Silvestre Vallecana route, one of the world’s most renowned 10K races, provides exceptional visibility. Tens of thousands of athletes pass through the area yearly. This strategic positioning embeds On directly into the city’s running culture.

A Full Head-to-Toe Product Experience

Spanning more than 250 square meters across two floors, the Madrid flagship offers a fully immersive exploration of On’s expanded product ecosystem. The store features a complete range of:

• Performance running shoes including Cloudmonster, Cloudboom, and Cloudsurfer models

• Outdoor footwear and apparel designed for trail, hiking, and mountain performance

• Training and gym collections

• All-day lifestyle wear, blending comfort and contemporary style

• Tennis footwear and apparel, one of the brand’s fastest-growing categories

• Accessories, from caps and socks to performance backpacks and hydration essentials

Every product is curated to offer a seamless “toe-to-head” shopping experience, enabling customers to feel and test On’s renowned engineering up close.

A Community Hub for Runners and Athletes

Beyond retail, the Madrid store is designed to serve as a vibrant community hub. To foster engagement and support local movement culture, On will host:

• Weekly run clubs every Wednesday at 7:00 p.m.

• Seasonal training sessions and group workouts

• Recovery, wellness, and movement-focused events throughout the year

By integrating community-driven programming, On deepens its connection with Madrid’s running scene and positions the store as a welcoming space where athletes of all levels can gather, train, and grow.

Set in one of Madrid’s most iconic districts, the new flagship blends Swiss engineering with Spanish energy, offering a retail experience that celebrates movement, culture, and contemporary sport.