Sports Direct has launched Swiss sportswear brand On in selected stores as part of its aim to become the number one running destination in the UK.
On’s footwear and clothing will be available in the retailer’s flagships in London, Birmingham, Manchester and Cardiff and will rolled out to the rest of the retailer’s stores by the end of the year.
The Frasers Group-owned retailer said the introduction of On “further strengthens Sports Direct’s ‘Running Starts Here’ initiative, which aims to champion the legend in all consumers, no matter where they are on their running journey”.
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Frasers Group chief executive Michael Murray said the partnership “marks a significant step in enhancing our consumer experience and offering choice across the biggest global brand partners”.
He said: “There are very few brands that have captured the attention of the running community and sports industry quite like On has and, with this launch, we’re excited to continue to offer consumers the very best brands, product innovations, and experiences for every part of their sports and fitness journey.
“We’re looking forward to further collaborating with the On team and expanding across further European locations and online.”
On co-CEO Marc Maurer added: “This partnership marks a pivotal moment, where our innovative running gear meets Sports Direct’s community of sports enthusiasts, offering the best quality athleticwear under one roof and encouraging participation in sports.
“Together, we’re poised to inspire individuals to elevate their performance and embrace the joy of movement.”
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