Swiss sports brand On opens first Brazil store in São Paulo

Swiss athletic brand On launched its first physical store in Brazil on Thursday, 30 September, at the JK Iguatemi shopping centre in São Paulo. The 205‑square‑metre outlet showcases shoes, apparel and accessories and its design is inspired by Lina Bo Bardi’s SESC Pompeia, mixing concrete with red accents.

On’s senior director for Latin America, Fiorella Palacios, said the shop is meant to give the premium brand tighter control over the customer experience and to broaden its offering beyond running footwear. The opening is part of a wider expansion plan that includes a larger 305‑square‑metre store in Morumbi Shopping, opening 6 August and modeled after Oscar Niemeyer’s Copan building, as well as a third location in Rio de Janeiro’s Leblon mall later this year.