If you run, train, or simply walk down the street and look at what everyone is wearing - you’ve probably already noticed that On is everywhere. The Swiss sports brand, born in the Alps in 2010, has become one of the most sought-after brands in the world in recent years - and it has now decided to seriously invest in Israel.
On is announcing a new strategic partnership with The Active Division - a company established specifically for this purpose by two giants of Israeli retail, Union Group and Super-Pharm. Starting in January 2027, TAD will lead all of the brand’s operations in Israel - including import, distribution, marketing, and sales, and will bring the latest collections to the local market across footwear, apparel, and accessories. Running, outdoor, training, tennis, and lifestyle - all under one roof.
But the real news is this: For the first time, a flagship store of the brand will open in Israel - as early as the spring-summer 2027 season. Until now, the brand has been sold through various retail points, but an independent flagship store is a completely different statement - one that makes it clear that Israel is not a marginal market for On, but a fully strategic destination.
“We are excited to open a new chapter in Israel and accelerate growth in this market,” said Bianca Pestalozzi-Houchangnia, On’s General Manager for the EMEA region. “This is a strategic move to increase investment in the Israeli market, while creating a more advanced brand experience for customers and the community.”
On itself needs little introduction - since its founding in 2010, it has been active in more than 80 countries and has developed unique technologies such as CloudTec® and LightSpray™, which have made it a favorite among both runners and fashion enthusiasts. That’s exactly the winning combination: A shoe that looks good and feels even better. And now, it’s arriving in Israel in a big way.