In September, Swiss sportswear brand On, celebrated the opening of its new flagship store in the Ginza district of Tokyo, as technology enthusiasts flocked to experience the inauguration of the company’s LightSpray innovation at the newly launched On Labs.
Elevating the On Experience: On Flagship Store Tokyo Ginza
The opening of the On Flagship Store Tokyo Ginza marked a significant milestone for On’s expansion in Asia. The Ginza location is On’s second store in Tokyo and the second-largest On flagship store in the world, further strengthening the brand’s footprint in Japan and Asia Pacific region.
The store’s design ethos blends Tokyo’s urban fabric with On’s Swiss precision. It features a two-story atrium, an installation for brand storytelling, and a clean minimalist exterior.
The launch was a resounding success, attracting over 600 attendees for an exclusive day with members, over 80 media and 240 opinion leaders, who attended a press conference and opening night celebration.
Swiss Innovation Unleashed: On Labs Tokyo and LightSpray
On Labs Tokyo, a limited-time brand space in Tokyo’s bustling Harajuku district, became a dynamic hub connecting with the community and showcasing revolutionary innovation. Over nine days, the space welcomed visitors for the “On Labs” activation, which has toured Paris, New York, Boston, Zurich and Berlin to-date.
The main attraction was the Asia-Pacific premiere of the LightSpray™ robot, which demonstrated its ability to create a seamless upper in just three minutes.
The Sports Lab experience, where participants ran on a treadmill wearing the Cloudboom Strike LS, was highly popular with 171 running analysis sign-ups. Over 360 participants took part in the daily calligraphy workshops. From the highly energetic Three Minute Challenge final that brought finalists of the treadmill running challenges from Paris, Boston, and Zurich to Japan to compete against the runners gathered in Tokyo, to morning runs, yoga and grounded sound meditation classes, the offered programming resonated far and wide with Tokyo’s running community.
Other highlights included panel talks with freshly minted World Champion Geordie Beamish and Japanese local hero Ryuji Miura on the “Art of Steeplechasing,” a special dance workout with famed choreographer RIEHATA, and a professional nutrition discussion with On athlete Kotaro Shinohara and Hiromi Kim.
The World Athletics Championships in Tokyo proved to be a historic event for On athletes, marking the brand’s most successful performance on the world’s biggest stage. A record 63 On athletes from 30 nations competed in 13 disciplines, with 34 reaching the finals. The team brought home a total of three gold and one silver medal, the brand’s first-ever outdoor World Championship medals.
“Tokyo 2025 was a defining moment for On, a testament to our hyper-growth strategy in Asia, where we showcased the very essence of our brand across retail, innovation, and elite performance,” said Olivier Bernhard, Co-Founder of On. “From the immersive experience at On Labs Tokyo to our first-ever World Championship gold medals, our teams and athletes have inspired the world and shown what it means to truly Dream On.”
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AloJapan.com