In 2026, the first two exclusive stores will open, one in a shopping mall and the other on the street
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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%.
Zapatillas ON.
ON was founded in 2010 in Zurich by Olivier Bernhard, David Allemann, and Caspar Coppetti. From its beginnings, it stood out for its CloudTec technology, which incorporates "clouds" in the shoe's sole to achieve soft cushioning when stepping and energetic response when pushing off.
This system, along with a functional and clean-lined aesthetic, positioned ON as a reference brand worldwide. Its shoes are chosen by both high-performance athletes and regular users who value the combination of comfort and design.
ON's arrival in Argentina comes at a time when public interest is growing for international brands that integrate technological innovation and sophisticated design. The Swiss firm already has a global community of loyal followers, among whom Roger Federer stands out. The renowned tennis player has not only invested in ON but also actively participates in the design of some models, such as the tennis shoe "The Roger."
Zapatillas ON.
The entry into the country was carefully planned, with an initial strategy based on the online channel and specific points of sale, intending to attract both athletes and urban consumers looking for comfortable, stylish, and versatile footwear.
Although no more concrete details have been disclosed about which products will be available or how their distribution will be, everything indicates that ON will focus on key areas like the City of Buenos Aires, where running and sports fashion have an increasingly strong presence.
In the competitive local landscape, where established brands like Nike and Adidas predominate, as well as emerging firms like Zapiens, ON positions itself with a differentiating proposal. Its international prestige, coupled with an 85% sales growth during the first half of 2021, reinforces its appeal to the Argentine consumer.
