The Swiss brand celebrated its arrival in UK’s capital with hundreds of fans, ambassadors, sponsored athletes, and partners by running to the store’s location on Regent Street.

Hundreds of runners streamed down Regent Street for the opening of On’s first flagship store in London on 9th February. The #RunToRegentStreet marked the official arrival in the UK’s capital of one of the fastest-growing global sports brands, renowned for their unique CloudTec shoe technology.

On has never been one to stand still (in queues) and is convinced running frees your mind – ready for a new perspective. Based on the motto “No Sweat, No Entry,” the Swiss sports brand called on its fans, ambassadors, sponsored athletes, clubs and crews, studios, and partners to join London’s ‘run to the Oniverse’ and run to the store’s launch party.

There were no Uber drop-offs or lines on the red carpet for this event. Queuing started in the community, with runners descending from their local ends to the West End – on their #RunToRegentStreet. All movers met at 169-173 Regent St., London, to celebrate the brand’s first standalone flagship store in Europe.

“The opening of On London has been long in the making,” says On’s Co-Founder David Allemann. “I remember the day ten years ago when the first UK dealers put On shoes on their shelves for the first time. The launch of our first flagship store in London is another milestone we want to celebrate with our community, fans, and runners here in the UK who have followed our journey this far.”

www.on-running.com