Swiss running shoe brand On warms up to enter Korean market

A glimpse of the community run by the running shoe brand ‘On’. (SNS)

Swiss sports brand ‘On,’ one of the most popular running shoe brands in the global sports market in recent years, has begun engaging in running community activities in South Korea as it prepares to expand its presence in the country.

According to industry sources on Sunday, On has been operating a running community called “Always On Run (AOR)” since August 2024, where participants run together in downtown Seoul every Friday. This community allows participants to try On‘s running shoes, a service that has been well received.

On Holding AG established its Korean subsidiary, On Korea, in late 2023, and began its Korean business expansion by entering the running specialty store S.O.W. at Lotte Department Store’s main branch in July 2024. On’s only standalone store in Asia to date is in Shibuya, Tokyo, Japan, but the brand is considering opening a store in Korea early in 2025.

On’s running shoes feature “CloudTec” technology, which is designed to reduce impact when landing, making them comfortable and less stressful on the joints. The high-performance shoes have gained attention and are popular in Western markets, where they are becoming a significant competitor to brands including Nike and Adidas.

On‘s global sales in the second quarter of 2024 grew by 28 percent year-on-year to approximately $653.8 million. Its sales in the Asia-Pacific market, which includes Korea, surged by 74 percent surge and highlighted its growth potential.

Canadian athleisure brand Lululemon also hosted community activities such as yoga classes to engage Korean consumers before opening its first store in Cheongdam-dong, southern Seoul, in 2016.

Lululemon recently attracted around 300 participants across three sessions of its “Together We Grow” community class, held in Seongsu-dong, eastern Seoul, and Ansan, Gyeonggi Province, and hosted a class with 40 participants to celebrate the opening of its Time Villas Suwon store. The brand’s Myeong-dong Timewalk store, which opened earlier in 2024, includes a dedicated space for community classes, where events are held regularly.

Other sports brands are also actively pursuing sports marketing in Korea by inviting general consumers to participate in events like football and running classes alongside professional athletes.

Puma Korea invited 22 top participants from its “Puma Ultra Fam,” a product trial group for the Ultra 5 football boots, to an exclusive clinic led by Puma players that offered professional football training.