The Swiss sneaker brand ON will open its first two stores in Argentina.

The renowned Swiss sports footwear brand ON, famous for its innovation and focus on performance, announced its entry into the Argentine market through an alliance with Grupo Bisa. This incorporation represents an important step in the local segment of urban and running shoes. Thanks to the economic recovery achieved by the Government of Javier Milei, it is planned that in 2026 the first two exclusive stores of the brand will open in the country: one will be located in a shopping mall and the other will have direct street access. A particular fact is that the company has just over 30 exclusive stores worldwide. "On's headquarters prefers street-side stores, with the idea that if someone wants an On shoe, they have to go specifically to get it. But we also know that shopping malls are key to generating traffic and positioning a new brand in the country," explained Federico Farina, CEO of Grupo Bisa. The group is already responsible for other international sports brands like Mizuno (Japan) and Lotto Champions (Italy). Currently, it holds a market share of about 4% in the Argentine sports market and aims to double that figure to reach 8%.

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